Yelophant Named Official Partner Of The New York Knicks
Key Highlights
- ➤Knicks name Yelophant an Official Partner and Asian breakfast product partner
- ➤Partnership marks Knicks’ first major international marketing deal with a Chinese-based company
- ➤Yelophant to present week-long “Fuel the Future Week” youth sports activation in China
- ➤Yelophant becomes presenting partner of Knicks Lunar New Year Theme Night
- ➤Yelophant expanded to the United States in 2025 through retail, e-commerce and partnerships
Expert Statements
Doug Jossem, Executive Vice President Global Sports and Entertainment Partnerships, MSG Entertainment
“This partnership with Yelophant marks a major milestone for the partnerships family at Madison Square Garden Sports”
Doug Jossem, Executive Vice President Global Sports and Entertainment Partnerships, MSG Entertainment
“Bringing the Knicks brand internationally to China this season, and Yelophant internationally to the United States and New York, will be invaluable for both brands in not only expanding awareness and introducing product to untapped audiences, but also providing new opportunities for existing ones.”
NEW YORK, Oct. 20, 2026 (GLOBE NEWSWIRE) -- Madison Square Garden Sports Corp. (NYSE: MSGS) announced today a new partnership with Yelophant, naming the modern frozen food brand an Official Partner and an Official Pre-Packaged, Ready-to-Heat Asian Breakfast Product of the New York Knicks.
The international partnership marks the first major partnership leveraging international marketing rights between the Knicks and a Chinese-based company, underlined by a unique week-long, first-of-its-kind community activation Presented by Yelophant to take place in China this Fall titled “Fuel the Future Week.” The week will aim to encourage and grow youth sports participation through programming and youth-based events inclusive of Knicks alumni appearances, a local basketball court refurbishment and a Knicks game viewing party, transporting the energy of the Knicks to even more fans around the world.
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