New York sports fans have been getting repeatedly worked into a frenzy these past weeks.

First we had a bad case of “Linsanity,” which cooled some when the Knicks went on one of their losing streaks. But the team, with a new coach, Mike Woodson, seems back on track, winning four games in a row. Lin injected some excitement into New York basketball and became a household name that companies have sought to be associated with.

Coca-Cola is adding courtside ads in Chinese to reach international fans. And Lin is part of the reason ad prices and sales for televised Knicks games have spiked. His jersey has been the top seller for all NBA players since February 4.

Lin also has a deal with Volvo and, dating back to before he was famous, a deal with Nike.

Now enter Tim Tebow.

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Adding to the list of Jeremy Lin gaffes is a Boston Ben & Jerry’s shop, which created a special “Taste the Lin-Sanity” flavor that included lychee honey swirls and… wait for it… fortune cookie pieces. Groan.

Note the past tenses in that first sentence. News of this misguided flavor combination came out on Friday (we tweeted about it) and since then, the shop has issued an apology and replaced the offending cookie with waffle cone.

The flavor was introduced after the Asian American Journalists Association very clearly laid out a list of references that are considered unacceptable and offensive. Number four on the list: “FOOD: Is there a compelling reason to draw a connection between Lin and fortune cookies, takeout boxes or similar imagery? In the majority of news coverage, the answer will be no.”

Perhaps the folks at this Ben & Jerry’s shop were high on “Magic Brownies” when they came up with this flavor. Or maybe they thought the rules for journalism didn’t apply to ice cream makers. Alas, they were wrong.

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“Linsanity” struck again last night, with Jeremy Lin scoring the game-winning buzzer-beating three-point shot that gave the Knicks their sixth win in a row. Jeremy Lin is doing it all day and we’re drowning in puns.

With this incredible run, Lin’s marketing and branding value has gone through the roof. Ratings for the MSG Network have jumped, despite an ongoing dispute with Time Warner Cable. Traffic to Knicks websites has skyrocketed. And sales of the number 17 jersey are doing well. USA Today says traffic to the Knicks store is up 3,000 percent and it’s the 10th best selling jersey at the NBA Store.

Forbes even connects an elevated Madison Square Garden stock price and MSG ticket prices to Lin’s streak. The magazine values his brand at $14 million. And Lin is being declared the “fastest growing athlete brand in the world.”

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The New York Knicks are playing the Los Angeles Lakers tonight and everyone will be paying attention to Jeremy Lin. Oh you haven’t heard? Jeremy Lin is the hot new star of the Knicks who went to Harvard, is sleeping on his brother’s couch, and has everyone talking a whole lot.

He only started making waves about a week ago after great showings (averaging 25 points) against the New Jersey Nets, Utah Jazz, and Washington Wizards. The Knicks actually won all those games. Now he’s got the fans whipped into a frenzy.

Lin’s generating hashtags, YouTube page views, and Google searches. The media is tweeting about him. After complaints from fans, his jersey will be going on sale.

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