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Volvo 'in talks' with NBA superstar Jeremy Lin

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Volvo 'in talks' with NBA superstar Jeremy Lin
10:02 CET+01:00
Swedish auto manufacturer Volvo Cars is reportedly in talks with Asian-American basketball star Jeremy Lin in hopes he will endorse their product and bring greater awareness of Volvo in China.

According to the Bloomberg news agency, sources have revealed that Lin and Volvo are in “advanced negotiations” after reaching a preliminary agreement.

Lin, 23, has shot to sports stardom in what has been labelled as a “Lin-derella story” – rising out of “back-up to the back-up” bench-time oblivion and into the spotlights of New York city's Madison Square Garden.

When the New York Knicks big name players became injured, 190 centimetre Lin took to the floor and took over, leading the struggling Knicks to a seven game winning streak last month, including outscoring Kobe Bryant with a career high 38 points in a win against the LA Lakers.

Now, Volvo is in talks with Lin in for an endorsement contract.

The Swedish car manufacturer, owned by China's Zhejiang Geely, has noticed the potential market value of Lin to Chinese customers, after the so-called "Linsanity" has swept American fans off their feet and created a resurgence in the Knicks' fanbase.

Lin, whose parents are of Taiwanese decent, is one of a handful of Asian-Americans to enter the National Basketball Association (NBA), something Volvo wants to capitalize on as they expand into China.

China is Volvo's fastest-growing market, and it is looking to double the sales of its vehicles in the next ten years, according to Bloomberg.

Attempts by The Local to reach Volvo in Sweden for comment were unsuccessful.

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