Volvo taps Jeremy Lin to pitch its cars

Lin drives toward basket, leaving Atlanta Hawks guard Jannero Pargo behind in Knicks 99-82 victory at Madison Square Garden in New York in February
AP Photo/Kathy Willens

(CBS/AP) BEIJING - Emerging NBA star Jeremy Lin has signed a two-year contract with automaker Volvo to promote the company's cars around the world but especially in Asia.

The Chinese-owned company said in statement Tuesday that Lin will participate in Volvo's worldwide corporate and marketing activities as a brand ambassador.

Lin was undrafted player and cut by two NBA teams before he shot to stardom with the New York Knicks this season. He's the NBA's first American-born player of Chinese or Taiwanese descent.

China is a major market for the NBA. Earlier this month, NBA superstar LeBron James agreed to promote Dunkin' Donuts and Baskin-Robbins ice cream in Asia.

Jeremy Lin saving NBA season?
Watch: Jeremy Lin captivates family, fans in Taiwan

Volvo made the announcement in New York. It says the first commercials with Lin may appear as early as June.