????林書豪在紐約尼克斯隊(duì)帶領(lǐng)苦苦掙扎的球隊(duì)實(shí)現(xiàn)了連勝,，并由此在NBA中聲名鵲起,，因此這次他以自由身份轉(zhuǎn)會(huì)的消息無(wú)異于一枚重磅炸彈，連NBA最大的媒體市場(chǎng)都很難消化,。同時(shí),，外界也預(yù)測(cè)，低迷的休斯頓火箭隊(duì)也有望獲得更大的回報(bào),。休斯頓為二年級(jí)新生林書豪開出了2,500萬(wàn)美元的合同,。雖然林書豪擁有巨大的市場(chǎng)號(hào)召力，紐約卻依然拒絕匹配這份“毒藥合同”,，因?yàn)榧~約不愿在未來(lái)為其支付超過(guò)4,500萬(wàn)美元的奢侈稅,。不過(guò)，雖然這位球市新寵從東海岸轉(zhuǎn)會(huì)到海灣地區(qū),，但兩只當(dāng)事的球隊(duì)都沒有實(shí)質(zhì)性的損失,。

????作為哈佛大學(xué)（Harvard）一名亞裔畢業(yè)生，林書豪在紐約有著非凡的經(jīng)歷,，他崛起的方式不同于那些功成名就的球星,。在替尼克斯隊(duì)出戰(zhàn)的首場(chǎng)比賽中，林書豪就砍下了25分,，他的出色表現(xiàn)獲得了體育營(yíng)銷公司的追捧,，唯一能與他匹敵的，或許只有另外一名體育明星——美式足球球員蒂姆?泰伯,。體育營(yíng)銷公司沃森曼傳媒集團(tuán)（Wasserman Media Group）總裁約翰?布羅迪認(rèn)為：“不論是丹佛的泰伯,，還是紐約的林書豪，他們的故事,，影響力遠(yuǎn)遠(yuǎn)超出了體育的范疇。因?yàn)樗麄儍蓚€(gè)人的經(jīng)歷都具有變革性,，而且在不到十二個(gè)月的時(shí)間里,，兩個(gè)人都將離開老東家，效力于不同的球隊(duì),?！?/p>

????泰伯與林書豪兩人都是風(fēng)靡全美,、并且擁有巨大市場(chǎng)號(hào)召力的人物，但這都不能阻止他們離開各自成名的球隊(duì),。紐約尼克斯遲遲不能解決林書豪轉(zhuǎn)會(huì)的問(wèn)題,，引起了球迷和媒體的不滿?！都~約時(shí)報(bào)》（The New York Times）的奈特?希爾沃認(rèn)為,，尼克斯應(yīng)該留住這位控衛(wèi)，因?yàn)榱謺拦纹鸬摹傲中L(fēng)”讓球隊(duì)的母公司曼迪遜廣場(chǎng)花園公司（The Madison Square Garden Company）狂賺了數(shù)億美元,，而且只要林書豪狀態(tài)穩(wěn)定,，未來(lái)隨著球隊(duì)勝場(chǎng)的增加，產(chǎn)生的經(jīng)濟(jì)效益足以彌補(bǔ)支付給林書豪的薪金,。希爾沃寫道：“即便林書豪成不了超級(jí)巨星,，但他所帶來(lái)的市場(chǎng)吸引力也足以彌補(bǔ)開支?！?/p>

????不過(guò),，對(duì)于林書豪的市場(chǎng)價(jià)值，目前還有待觀察,?！洞笪餮蟆吩驴═he Atlantic）便對(duì)尼克斯和火箭隊(duì)提出了警告，文章表示火箭隊(duì)前一位亞洲明星姚明也只是在短期內(nèi)提高了球隊(duì)的凈值,。而《彭博商業(yè)周刊》（Bloomberg Businessweek）則報(bào)道稱,，林書豪帶動(dòng)商品銷售為尼克斯隊(duì)帶來(lái)的利益，還比不上他用火爆表現(xiàn),，促使時(shí)代華納有線（Time Warner Cable）在球隊(duì)轉(zhuǎn)播權(quán)問(wèn)題中讓步所產(chǎn)生的利益,。

????所以，林書豪轉(zhuǎn)會(huì)是否意味著,，尼克斯隊(duì)真的失去了一只“下金蛋的鵝”,？體育營(yíng)銷專家認(rèn)為并不盡然。NBA集中了大部分商品收入和國(guó)家電視收入,，因此單一某一位球員的影響力相對(duì)而言十分有限,。

????紐約大學(xué)（New York University）體育管理教授鮑勃?伯蘭德在一封電子郵件中稱：“實(shí)際上，現(xiàn)代體育的趨勢(shì)就是防范這些微小的,、不可控的和不可預(yù)測(cè)的改變,。”對(duì)于球隊(duì)來(lái)說(shuō),，最關(guān)鍵的收入來(lái)源是那些變動(dòng)更為緩慢的,、長(zhǎng)達(dá)數(shù)年的生意，比如出售體育場(chǎng)內(nèi)廣告或媒體轉(zhuǎn)播權(quán)等,。這種趨勢(shì)可以使尼克斯隊(duì)免于遭受損失,，不過(guò)球迷的憤怒仍然不可避免,。

????而對(duì)于休斯頓火箭隊(duì)來(lái)說(shuō)，獲得林書豪則將為球隊(duì)的市場(chǎng)營(yíng)銷帶來(lái)更直接的好處,。與尼克斯隊(duì)一樣,，林書豪為球隊(duì)吸引更多的球迷，或向各國(guó)球迷銷售球衣,，這些都不算給球隊(duì)帶來(lái)的直接利益,。但“林瘋狂”的到來(lái)卻可以增加火箭隊(duì)主場(chǎng)的場(chǎng)內(nèi)銷售和觀賽人數(shù)，畢竟上個(gè)賽季,，火箭隊(duì)主場(chǎng)的上座率在全聯(lián)盟墊底,。體育營(yíng)銷專家表示，在休斯頓,，林書豪的個(gè)人品牌將更倚重于他在球場(chǎng)上的表現(xiàn),。目前，林書豪已經(jīng)與耐克（Nike）和沃爾沃（Volvo）簽署了代言合同,；此外,，為了爭(zhēng)奪亞洲市場(chǎng)，沃爾沃為其中國(guó)母公司增加了競(jìng)爭(zhēng)的籌碼,。不過(guò),，未來(lái)林書豪的代言不見得會(huì)像百老匯演繹的那么風(fēng)光。波恩斯娛樂體育市場(chǎng)推廣公司（Burns Entertainment and Sports Marketing）董事長(zhǎng)兼總顧問(wèn)馬克?埃博利多稱：“如果我是一名營(yíng)銷人員,，在考慮使用林書豪代言時(shí),，我可能會(huì)觀望一下，看看這次轉(zhuǎn)會(huì)的效果,?！钡绻謺辣３纸】担谛枪獍档男菟诡D或許將獲得更多的上場(chǎng)時(shí)間,，也使他更有機(jī)會(huì)成為真正長(zhǎng)盛不衰的大牌球星,。

????正如《紐約郵報(bào)》（ New York Post）所說(shuō)，紐約地區(qū)的第三方零售商無(wú)疑將遭到直接打擊,。但林書豪轉(zhuǎn)會(huì)的最大輸家則可能是NBA聯(lián)盟本身,。調(diào)查公司SportsOneSource的分析師馬特?鮑威爾認(rèn)為：“尼克斯隊(duì)在聯(lián)盟中占有重要地位。憑借其巨大的市場(chǎng)份額,，尼克斯隊(duì)甚至一直在事實(shí)上補(bǔ)貼夏洛特山貓隊(duì),。”每次NBA推出具有吸引力的產(chǎn)品時(shí),，紐約都會(huì)替NBA分擔(dān)絕大部分的銷售量,，但這些并不全是因?yàn)榱謺馈ｕU威爾稱,，去年,，尼克斯隊(duì)為NBA聯(lián)盟創(chuàng)造了38%的收入，而排名第二的芝加哥公牛隊(duì)的貢獻(xiàn)只有17%,。自從2011年卡梅羅?安東尼加盟尼克斯后,，該隊(duì)創(chuàng)造的收入便一直在上升。因此,，NBA聯(lián)盟眼下只能祈禱,，林書豪的離開不會(huì)改變這個(gè)趨勢(shì)，同時(shí)布魯克林網(wǎng)隊(duì)也能夠走出低谷,。

????沃森曼公司的布羅迪說(shuō)道：“其實(shí),，對(duì)于NBA來(lái)說(shuō)，只要林書豪能繼續(xù)上場(chǎng)比賽,，就比什么都好,。”因此,，NBA聯(lián)盟總裁大衛(wèi)?斯特爾肯定也希望“林瘋狂”一路平安,。

????譯者：劉進(jìn)龍/汪皓

????Jeremy Lin's rise to fame and resurrection of a floundering New York Knicks team was a priceless story, making his departure through free agency a lightning rod topic -- tough for the NBA's largest media market to stomach and a sign of hope for a battered Houston franchise still eyeing a larger prize. Lin's broad marketing appeal couldn't sway New York to swallow the rookie's 'poison pill' offer sheet worth $25 million -- and up to $45 million more in luxury taxes. In the transfer of marketing dollars from East Coast to the Gulf, neither team really loses.

????As an Asian-American Harvard graduate with a unique story in the spotlight of New York, Lin captured national attention in a way that seasoned stars often never do. His stellar stretch of 25 starts for the Knicks earned him cachet with sports marketers rivaled only by another athletic phenom, football player Tim Tebow. "You had Tebow in Denver and Lin in New York doing something that had such an impact outside the typical realm of sports," says John Brody, a president at sports marketing agency Wasserman Media Group. "It was about the transformative nature of their stories, but in less than twelve months, both of them will be wearing different jerseys."

????While both Tebow and Lin carried great national interest and marketing appeal, that didn't prevent them from leaving the teams where they had their respective storybook runs. In New York, the Knicks' slow decision to cut ties with Lin upset fans and journalists alike. The New York Times' Nate Silver argued the Knicks should keep the point guard because the team's parent company, The Madison Square Garden Company (MSG), gained hundreds of millions in market capitalization once Linsanity began and that Lin's salary would be justified in wins added should he play reasonably well. "Even if Lin is a merely good player, the marketing boost he provides should more than justify the expense," Silver wrote.

????That marketing value of Lin, however, is not as clear-cut. The Atlantic, in a caution to both the Knicks and Rockets, noted that the Rockets' last Asian star, Yao Ming, only improved his team's net worth in the short-term. And Bloomberg Businessweek reported that due to league revenue-sharing, Lin's boost from merchandise sales likely benefited the Knicks less than his role as an impetus for Time Warner Cable (TWC) to back down in its dispute over rights to air the team's games did.

????So did the Knicks really just lose a marketing golden goose? Sports marketing experts say not really. Given that the NBA pools most merchandising and national television revenues, no one player has the impact one might think.

????"In fact, the trend in modern sports is to guard against these small, uncontrolled and unpredictable shifts," explains Bob Boland, sports management chair at New York University, in an email. Critical revenue streams for teams come from multi-year deals that move more slowly, such as through in-stadia advertising or media rights. That trend insulates the Knicks from fallout -- with the possible exception of fan outrage.

????Houston, however, has a more immediate marketing upside in acquiring Lin. As with the Knicks, the team won't directly benefit as Lin draws larger away crowds to games or sells jerseys to fans worldwide. But he could provide a greater boost for in-stadium sales and attendance in his new home arena, as the Rockets had one of the worst attendance rates in the league last season.

????Sports marketers note that Lin's brand in Houston will now rest even heavier on his personal play. While Lin has inked deals with Nike and Volvo -- the car manufacturer has added incentive in a Chinese parent company to pursue the Asian market -- future endorsements won't have quite the same bling away from Broadway. "If I was a marketer thinking about using Jeremy, I would maybe wait and see how this plays out now," says Mark Ippolito, president and general counsel of Burns Entertainment and Sports Marketing. If Lin stays healthy, however, Houston's lack of other stars might actually allow him more time with the ball and a better shot at lasting stardom.

????As the New York Post noted, third-party retailers in the New York area will undoubtedly suffer an immediate hit. But the biggest loser as Lin's marketing power transfers west could be the NBA itself. "The Knicks are a huge deal to the league," says Matt Powell, an analyst at SportsOneSource. "With their market share, the Knicks are essentially subsidizing the Charlotte Bobcats."

????New York carries an outsized share of the load for the NBA when it offers a compelling product -- but that doesn't just depend on Lin. According to Powell, the Knicks drove 38 percent of the market share of league revenue last year, compared to just 17 percent for the next-best Chicago Bulls. New York's numbers have been up since Carmelo Anthony joined the team in 2011. The league will have to hope that Lin's departure doesn't reverse that trend, and that the Brooklyn Nets pick up some of the slack.

????"Fact is, the NBA is better off with Jeremy Lin playing than not playing at all," says Brody at Wasserman. Still, commissioner David Stern must hope that Linsanity travels well.