text: This past Saturday night, a kid from Harvard named Jeremy Lin came off the bench and propelled the New York Knicks to a thrilling 99-92 victory over the Nets at Madison Square Garden. Two nights later, Lin made his first start in the National Basketball Association lighting up the court with 28 points and 8 assists in a win over the Utah Jazz. Wednesday night, Lin continued his monster week with an incredible performance against the Washington Wizards leading the Knicks with 23 points and 10 assists. 
   
   Lin is the NBA's first American-born player of Taiwanese or Chinese descent and only the fourth Asian-American in league history. Lin's parents, Shirley and Gie-Ming, who are engineers, emigrated from Taiwan to the United States in the 1970s. Lin's Asian roots are rare, and that is significant, considering that the NBA has been pushing its entry into both the Chinese and Taiwanese markets for years. A United States-born star with Asian ties could be a tremendous fit for NBA International and its corporate partners in Taiwan, Japan and China. 
   
   Lin's play for the Knicks so far has been nothing short of remarkable. In fact, it might be time to safely say that Jeremy Lin mania is out in full force on the streets of Manhattan. What Lin is about to realize, if he hasn't already, is that his success is much bigger the just his play on the court. From a marketing and endorsement standpoint Lin has a tremendous amount of potential. 
   
   Peter Robert Casey, Director of Digital Marketing at Five-Star Basketball, was quick to point out that Lin's story resonates with fans. "A look at his Twitter account and level of engagement of his Facebook posts shows fans love him," said Casey. Lin's popularity in the social media space has been quite remarkable. On January 9th, Lin had fewer than 30,000 twitter followers. In a few short weeks Lin has seen that number grow to over 66,000. How this incredible growth translates is yet to be seen, but Lin's comfort in the social media space will make many potential corporate sponsors light up. 
   
   The New York Knicks and their marketing department could not be more elated right about now. The team is surging with Lin at the point guard position, salvaging what was becoming an increasingly dire situation. Even more impressive than Lin's play on the court has been his ability to move the needle on ticket sales. According to SeatGeek.com Director of Communications, Will Flaherty, transaction volume on the secondary market for Friday's Knicks-Lakers game shot up to four times higher than the average volume over the previous three days immediately following Lin's big game this past Monday night. Regarding secondary market volume for Friday's Knicks-Lakers game, Flaherty noted, "we've certainly seen some spikes that are atypical with what we normally see in terms of volume in the run up to a big-regular season NBA game." Within the last 24 hours, the average price for a Lakers-Knicks ticket has been $282, a high mark, even for Madison Square Garden. 
   
   Consider also that roughly 14 percent of the Asian Population in the United States resides in the New York metropolitan area and the state of New York is home to the second largest community of Asian Americans behind only California. If Lin's play continues, let's just say fans could be looking forward to some well thought out "Asian-American" nights at The World's Most Famous Arena for years to come. 
   
   As Vicki Wong, President & CEO of DAE Advertising, a leading Asian American agency whose clients include Southwest and Well Fargo noted, "the Asian American community in the United States possesses certain values which are: Religion, Education, and being a solid citizen, not only does Jeremy possess all of those but he appears to come from the "Asian Dream" — Harvard educated, a rare combination of brains and brawn. He's a wonderful role model for Asian Americans, especially among the young." 
   
   Lin's agent, Roger Montgomery, of Montgomery Sports Group was quick to state that the Knicks point guard is "Definitely looking to align with an Asian American brand or sponsor that represents the same kind of things [he] represents: relentlessness, hard work, tenacity, and the underdog mentality." A nugget for Lin and his potential sponsors to look at: The Asian American community is a large, affluent, educated market more effectively reached in their own language. Seventy-seven percent of Asian American's speak a language other than English in the home, compared to 22 percent of the rest of the United States' population. Furthermore, the average Asian American household earns around 18,000 dollars more in income per year, and spends around 7,000 more dollars than the average American household. 
   
   Currently, Lin's only top level endorsement deal is a shoe contract with Nike. This is great news for Montgomery, considering that his phone is ringing off the hook with potential endorsement and marketing opportunities for his client. Montgomery does not have to worry about any type of previous exclusivity sponsor provisions that another athlete in Lin's position might be faced with. One company that is sure to be keeping a close watch on Lin and any potential future endorsements: Li-Ning. The major Chinese athletic company which makes athletic shoes and sporting goods has been proactive in making an imprint in the United States. 
   
   One can bet that if Lin keeps this level of play up, he will be heavily featured on Knicks marketing collateral and a welcomed guest on the New York talk show circuit once the season ends. Watching interviews during Lin's short time with the Knicks it is apparent that he is extremely well spoken. Any corporate sponsor will be enthralled with Lin's ability to present its brand to consumers in a fantastic light, and do it in a genuine, meaningful way. 
   
   Don't be surprised if Lin lands a significant endorsement deal soon. Although, you can bet that Montgomery and Lin will be very careful in crafting a marketing portfolio that aligns well with Lin's values and educational background. A Fortune 500 company that has significant ties, or is looking to establish ties, in the Asian American market would be an ideal fit. Categories that could be first on Lin's list: Financial, Food, Auto and Education. 
   
   A corporate sponsor that aligns with Lin now could see tremendous return on investment, especially when one considers that buying power of the Asian American community is expected to reach $775 billion by 2015, and the Asian American market already out shines the economies of all but 21 countries. 
   
   Thirty-five days ago Lin jokingly tweeted "Every time I try to get into Madison Square Garden, the security guards ask me if I'm a trainer." That surely won't be happening anymore. 
   
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   The NBA's Most Valuable Teams ||||| Jeremy Lin outplayed Kobe Bryant, ended the mighty Lakers' dominance of the Knicks and then tried to pretend it was just another game. 
   
   New York Knicks' Jeremy Lin (17) reacts after a making a 3-point basket during the second half of an NBA basketball game against the Los Angeles Lakers Friday, Feb. 10, 2012, in New York. Lin scored 38... (Associated Press) 
   
   New York Knicks' Jeremy Lin (17) drives past Los Angeles Lakers' Matt Barnes (9) during the first half of an NBA basketball game, Friday, Feb. 10, 2012, in New York. (AP Photo/Frank Franklin II) (Associated Press) 
   
   New York Knicks' Jeremy Lin (17) drives past Los Angeles Lakers' Derek Fisher during the first half of an NBA basketball game, Friday, Feb. 10, 2012, in New York. (AP Photo/Frank Franklin II) (Associated Press) 
   
   New York Knicks' Tyson Chandler (6) dunks past Los Angeles Lakers' Pau Gasol during the first half of an NBA basketball game, Friday, Feb. 10, 2012, in New York. (AP Photo/Frank Franklin II) (Associated Press) 
   
   New York Knicks' Jeremy Lin reacts after scoring during the first half of an NBA basketball game against the Los Angeles Lakers, Friday, Feb. 10, 2012, in New York. (AP Photo/Frank Franklin II) (Associated Press) 
   
   Wrong. 
   
   This was the night that proved he's no one-week wonder, that he's got a real NBA career ahead of him. 
   
   After all, Kobe's waiting for revenge next season. 
   
   Lin had the most astounding performance of his remarkable week, scoring a career-high 38 points and outdueling Bryant as New York held off the Los Angeles Lakers 92-85 on Friday night. 
   
   Buried deep on the bench a little more than a week ago, Lin led the Knicks to their fourth straight win, tying their longest streak of the season. His two free throws with 52 seconds left amid booming "MVP! MVP!" chants stopped the Lakers' final rally and allowed the undrafted Harvard product to pass Carmelo Anthony for the highest-scoring game by a Knicks player this season. 
   
   "I didn't try to see this game as any different," Lin said. "I just try to make sure that when I get there on the floor, I play as hard as I can and try to do everything I can to help the team win. 
   
   "The only thing we established tonight is four in a row. Now we try to go for five tomorrow. I'm not too worried about proving anything to anybody. As a team we're growing and trying to build on the momentum." 
   
   Iman Shumpert added 12 points for the Knicks, who are still without Anthony and Amare Stoudemire. But they have Lin, the point guard that two other teams gave up on in December and didn't get his chance in New York until three other players couldn't do the job. 
   
   Bryant finished with 34 points, but he got off to a horrendous start and finished only 11 of 29 from the field. Pau Gasol had 16 points and 10 rebounds, but All-Star Andrew Bynum was only 1 of 8 for three points with 13 rebounds as the Lakers' nine-game winning streak against the Knicks was snapped. 
   
   Four of those wins had come at Madison Square Garden, where fans used to roar for Bryant. 
   
   They've got a new favorite now, and who could have ever predicted it'd be Lin? 
   
   "I think it's a great story," Bryant said. "I think it's a testament to perseverance and hard work. Good example for kids everywhere." 
   
   A night earlier, Bryant said he wasn't familiar with Lin's game. Now, he'll awake to headlines everywhere that Lin beat him at the "world's most famous arena." 
   
   "Enjoy it," Bryant said. "They'll receive judgment next season." 
   
   The most surprising story in the NBA came back into the game with 9:25 left after the Knicks' lead had been trimmed to three. Shumpert hit a jumper and blew by Bryant for a dunk before Lin knocked down a jumper to push the lead to 76-69 with about 8 minutes left. 
   
   The lead was still eight before Lin nailed a long jumper, then was wide open after an offensive rebound for a 3-pointer from the wing, making it 84-71 as fans stood and screamed throughout the Lakers' timeout. 
   
   "What he's doing is amazing," Knicks coach Mike D'Antoni said. "He answered a lot of questions tonight. Can he make an outside shot? Can he pull the trigger in a big moment? He hit two 3s that just broke the game open. There's so much stuff that he's doing." 
   
   Lin followed his 28-point, eight-assist outing Monday in his first career start by scoring 23 points and handing out 10 assists Wednesday against Washington, becoming the first player since LeBron James in 2003 and just the sixth since 1970 to have at least 20 points and eight assists in his first two starts, according to research from the Elias Sports Bureau provided by the Knicks. 
   
   He became an instant star in New York just as fans were ready to check out basketball after the Giants' Super Bowl run was over, and just when it appeared the Knicks might fall too far behind in the standings to salvage the season. 
   
   Some Lin shirts sold out of one souvenir stand on the concourse level before the game even started were scattered throughout Madison Square Garden _ though Spike Lee was still wearing Landry Fields' No. 2 in his courtside seat. Ratings on MSG network are up since Lin joined the lineup, and the NBA said some of its Asian TV partners have added Knicks games to their broadcast schedules so fans can see the league's first American-born player of Chinese or Taiwanese descent. 
   
   Already drawing comparisons to Tim Tebow for his impact on teammates and the way he speaks of his faith afterward, the hype around him will only grow now after beating one of the league's marquee franchises in his first nationally televised game. 
   
   A night after needing overtime to win at Boston, the Lakers had nothing to start the game, and Lin quickly jumped on them. He started 4 of 5 as the Knicks raced to a 13-4 lead, and it grew to 19-8 as Los Angeles missed 12 of its first 13 shots. 
   
   Lin's four field goals in the first quarter matched the Lakers' total in 18 attempts (22 percent). 
   
   "I think that you can stop a player from not getting 38 points on you any night. I don't care how good he is, but I guess we didn't step up to the challenge as a team," Gasol said. "(We) overlooked him I guess. Obviously, he made big plays. Made big shots. You've got to give him credit." 
   
   The Lakers cut a 14-point deficit to five late in the half before Lin put the Knicks back in control. He had a turnaround jumper then spun around to leave Derek Fisher behind on his way to a layup, pushing it to 47-38 with 2:44 remaining. It was 49-41 at halftime. 
   
   Bryant started 1 of 11 before hitting five of his next six shots. The record holder at the current arena with 61 points, he also grabbed 10 rebounds but got going far too late. 
   
   Notes: The Knicks had two points taken off the board in the third quarter when the referees ruled a foul earlier in the period on Metta World Peace shouldn't have counted against the Lakers' team foul total, so the Knicks shouldn't have been in the bonus and shot free throws yet on a later foul. ... D'Antoni said Anthony told him he was feeling better and walking without pain. The All-Star forward is expected to be re-evaluated Sunday, but D'Antoni said he doubted Anthony would play Tuesday at Toronto. The Knicks said Anthony was expected to miss a week or two after he was hurt Monday. ... Stoudemire, whose brother died in Florida on Monday, is expected to rejoin the team at practice Monday. ... Fisher made his 400th consecutive start. He has played in 522 straight games, the longest active streak in the league. ... Celebrities on hand included actor Ben Stiller, wrestler and actor Dwayne "The Rock" Johnson, and Giants Justin Tuck, Brandon Jacobs, Hakeem Nicks and Antrel Rolle. 
   
   ___ 
   
   Follow Brian Mahoney on Twitter: http://www.twitter.com/Briancmahoney
target: – If the NBA didn't have a certified sensation on its hands before last night, it does now. Harvard wunderkind Jeremy Lin scored 38 points to lead the New York Knicks past Kobe Bryant's Los Angeles Lakers, reports AP. Unfamiliar with Lin? He is only the fourth Asian-American to play in the NBA and the first US-born player of Taiwanese or Chinese descent to do so, notes ABC News in a profile. And up until last week, he'd been a bench-warmer who got overlooked in the draft. Then came a monster week for the point guard, who seems to have single-handedly revived the Knicks' fortunes en route to become the city's new sports darling. (Chants of "MVP" were going up last night.) His marketing potential is off the charts, notes ABC. Even Bryant is impressed: "I think it's a great story. I think it's a testament to perseverance and hard work. Good example for kids everywhere."