As an off-court money-making machine, Jeremy Lin the New York Knick had "pre-Tiger Woods scandal earning potential," at least one prominent Manhattan public relations executive contends.
Ronn Torossian, CEO and president of a top-25 public relations firm, 5W, called Lin "a marketing dream come true" in an interview Wednesday — assuming, of course, he continues to deliver the goods on the court. But Torossian thinks Lin will have to raise the bar much higher in a Rockets jersey to match the riches he could have found playing on Broadway.
"Houston's not New York," Torossian said. "He can do well as a marketer in Houston but not as well as he could have done in New York."
Others, however, contend the disparity isn't as great as might be assumed, thanks to Lin's Chinese ancestry and Houston's unique synergy with the Asian market after Yao Ming. The 7-6 Yao's fragile feet kept him from fully fulfilling his promise as a global superstar, but the six-time NBA All-Star is still China's greatest basketball player ever, and he accomplished enough to put his adopted city on the map in the world's most populous country.
Value should climb
Although Yao retired about a year ago after multiple surgeries and rehabs, there no doubt remain millions of residual Rockets fans from Beijing to Guangzhou, making it easier for Rockets owner Leslie Alexander to sign off on a contract that many, even hopeful Houstonians, see as being a bit over the top.
Kenneth Wisnefski is the brand strategist and Founder/CEO of WebiMax, an international Internet marketing company. He thinks "the second phase of the Lin brand, moving beyond the feel-good and overnight-sensation notion," should prove highly lucrative, never mind his change of address.
"I expect his value on and off court to climb as endorsement opportunities should rise," the New York-based Wisnefski said. "We know (the Houston) area is receptive, given the success of Yao Ming. In addition, the inroads that were developed with Yao Ming in the international Asian market can carry over and impact Jeremy Lin's brand recognition."
Even in Houston, Lin boasts marketing potential reminiscent of Yao
Houston Chronicle 7/19/2012
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