Yelophant Named Official Partner of the New York Knicks
Business Wire•19/10/2026•10:00 ET
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Key Highlights
- ➤Knicks name Yelophant an Official Partner in first major China-based international marketing deal
- ➤“Fuel the Future Week” youth sports activation planned in China this fall
- ➤Yelophant receives Knicks game integrations, including signage, samplings and hospitality menu placements
- ➤Yelophant becomes Presenting Partner of the Knicks Lunar New Year Theme Night
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 to the United States and New York, will be invaluable for both organizations in not only expanding awareness to untapped audiences, but also providing new opportunities for existing ones.”
Roy Wang, Founder, Yelophant
“For us, this partnership is really about the next generation and helping more young people and families live healthier, more active lives.”
Roy Wang, Founder, Yelophant
“We’re excited to bring the energy of Knicks basketball to more families and young people in China, and at the same time, introduce Yelophant and Asian breakfast to more people at Madison Square Garden and beyond.”
Roy Wang, Founder, Yelophant
“As Yelophant grows in the United States, we want to continue to make good food that fits naturally into people’s everyday lives.”
Roy Wang, Founder, Yelophant
“While food and basketball are very different, they both bring people together. That’s what makes this partnership meaningful to us.”
Partnership Highlighted by First-of-its-Kind Community Activation, “Fuel the Future Week” in China this Fall
Madison Square Garden Sports Corp. (NYSE: MSGS) announced today a new partnership with Yelophant, naming the modern food brand specializing in ready-to-heat Asian breakfast products an Official Partner of the New York Knicks.
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