Posted by Sabrina B. @gametimegirl

The New York Knicks have signed Taiwan-based tire manufacturer Maxxis International as their newest sponsor, as the company looks to capitalize on the stir created by star point guard Jeremy Lin, whose parents are from Taiwan, Crain’s New York reports.

Maxxis branding will be visible courtside and on the videoboard at Madison Square Garden, and the company will also sponsor a giveaway at an upcoming game, according to the report.

“This new marketing partnership shows the power of ‘Linsanity’ and how the Knicks brand can help drive real results for companies from around the world,” MSG Sports President Scott O’Neil said.

Maxxis is the Knicks’ only Taiwanese sponsor, though since Lin’s emergence, several Asian companies have expressed interest in marketing deals with the team.

“I think if Jeremy Lin continues to perform as he has, the Knicks will have their pick of the litter in terms of sponsors, be they Asian or otherwise,” said Robert Routh, executive director of equity research at Phoenix Partners Group. “In reality, they already did but what has happened has clearly made the Knicks more interesting to sponsors of all types.”
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