Part of Carmelo Anthony’s motivation for wanting to play in New York was the opportunity to earn more endorsement income than he could by playing in a smaller market like Denver. Anthony has already started to reap the benefits of the Big Apple, as he has signed an endorsement deal with Boost Mobile that will focus on New York-based media and marketing activities, SportsBusiness Daily reports.

Boost Mobile, the official telecommunications partner of the Knicks and MSG Network, has erected a 128-foot billboard near Madison Square Garden featuring Anthony that unveiled the company’s new ad campaign, “Be Heard.”

Other elements of the campaign include local radio, billboards, in-store merchandise and giveaways.

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