Intro:

th his recent success in NBA, Jeremy Lin has been a popular name among basketball fans over the last month, and the value of his name is rising like a rocket.

Lin registered "Linsanity" as his trademark recently but it is still a little bit late, his mandarin name - Lin Shu Hao - was registered 18 months ago by Yu Minjie - a businesswoman in China's Wuxi city.

Though Ms. Yu believes she has done nothing wrong, the debate over the morality of the practice is rife in a country which is often criticised for the lack of protection of intellectual property rights by the western world.

Script:

'Linsanity' has proved a cash cow for the NBA, now others are looking to get in on the spoils.

A company in China registered the New York Knicks stars' Madarin name - Lin Shu Hao - 18 months ago.

SOUNDBITE: (Mandarin) Ms. Yu Minjie, general manager of Risheng Sports Utility Company:

"I absolutely did not expect that he can be so popular in such a short time. However, I really congratulate him because his efforts have achieved good results. Now the three characters of Lin Shu Hao have become the symbol of people working hard for their dreams. I want to use my product to propagate his good spirit, such as teamwork, dedication and willing to shoulder the responsibility at crucial times. He worked very hard and started getting popular from being an unknown player, all Chinese people should be proud of him."

Hmm... I smell a law suit coming.

SOUNDBITE: (Mandarin) Ms. Yu Minjie, general manager of Risheng Sports Utility Company:

"I don't worry about being sued because I fully abided by the relevant law of People's Republic of China when I registered the trademark. So I am not worried at all."

And this Chinese law firm backs the unusual trademark.

SOUNDBITE: (Mandarin) Lu Ming, Lawyer, Wuxi Xihui Law Firm:

"Regarding the trademark of Jeremy Lin, it has not been registered outside China and it is not a well-known trademark which is recognised by people all over the world, such as Coca-Cola. If someone tried to register a well-known trademark, even it is not registered in China, it is still a infringement of intellectual rights. But back to this case, I think Ms.Yu Minjie's registration is legitimate."

Oh the Linsanity, will it ever end?