Jeremy Lin set to announce Volvo endorsement deal

New York Knick Jeremy Lin is riding his wave of sudden sports superstardom to the top -- or at least to a profitable endorsement deal. On Monday (March 19), Volvo is scheduled to announce a major marketing partnership with the 23-year-old point guard.

Lin will help lead Volvo's brand push into China, reports USA Today.

The son of Taiwanese immigrants, Lin rocketed to stardom when he went from benchwarmer to star player earlier this season.

Volvo, notes Bottom Line, also has a China connection. The Swedish automaker was bought by Chinese automotive company Geely in 2010.

Lin also has a deal with Nike, which managed to bring a Lin-endorsed shoe to market ahead of the NBA all-star game.