{"id":1011391,"date":"2026-10-19T11:26:39","date_gmt":"2026-10-19T15:26:39","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/"},"modified":"2026-10-19T11:26:39","modified_gmt":"2026-10-19T15:26:39","slug":"yelophant-named-official-partner-of-the-new-york-knicks","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/","title":{"rendered":"Yelophant Named Official Partner of the New York Knicks"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwuline { text-decoration: underline }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Yelophant Named Official Partner of the New York Knicks<\/b><\/p>\n<p class=\"bwalignc\"><b><i>Partnership Highlighted by First-of-its-Kind Community Activation, <\/i><i>\u201cFuel the Future Week\u201d in China this Fall<\/i><\/b><\/p>\n<p>NEW YORK&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nMadison 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.<\/p>\n<p>\nThe 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 \u201cFuel the Future Week.\u201d The week will aim to encourage and grow youth sports participation through programming and youth-based events inclusive of Knicks alumni appearances and a Knicks game viewing party, transporting the energy of the Knicks to even more fans around the world.<\/p>\n<p>\nThe partnership reflects the growing importance of community-driven sports programming in China, particularly among younger fans and families. Together, Yelophant and the Knicks will use basketball, wellness and shared cultural moments to build stronger connections with local communities, while creating new ways for fans to engage with the team beyond game day.<\/p>\n<p>\nAdditionally, at Madison Square Garden, Yelophant will be integrated at Knicks home games including through digital basket stanchion signage, select concourse activations, egress samplings, and curated menu integration across select hospitality spaces during select games. Through these opportunities, Yelophant will interact directly with guests at The Garden, introducing Knicks fans to a variety of Yelophant food samplings. Yelophant will also become the Presenting Partner of the Knicks Lunar New Year Theme Night, with brand inclusion across several elements of the occasion.<\/p>\n<p>\n\u201cThis partnership with Yelophant marks a major milestone for the partnerships family at Madison Square Garden Sports,\u201d said Doug Jossem, Executive Vice President Global Sports and Entertainment Partnerships, MSG Entertainment. \u201cBringing 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.\u201d<\/p>\n<p>\n\u201cWe\u2019re honored to partner with the New York Knicks,\u201d said Roy Wang, Founder, Yelophant. \u201cFor us, this partnership is really about the next generation and helping more young people and families live healthier, more active lives. We\u2019re 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. As Yelophant grows in the United States, we want to continue to make good food that fits naturally into people\u2019s everyday lives. While food and basketball are very different, they both bring people together. That\u2019s what makes this partnership meaningful to us.\u201d<\/p>\n<p>\nAdditionally, the Knicks and Yelophant will collaborate on branded content via social media influencers, expanding awareness to new, relevant audiences through authentic creator endorsement.<\/p>\n<p><b><i>About Madison Square Garden Sports Corp.<\/i><\/b><\/p>\n<p><i>Madison Square Garden Sports Corp. (MSG Sports) is a leading professional sports company, with a collection of assets that includes the New York Knicks (NBA) and the New York Rangers (NHL), as well as two development league teams \u2013 the Westchester Knicks (NBAGL) and the Hartford Wolf Pack (AHL). MSG Sports also operates a professional sports team performance center \u2013 the MSG Training Center in Greenburgh, NY. More information is available at <\/i><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.msgsports.com%2F&amp;esheet=54624339&amp;newsitemid=20261019168321&amp;lan=en-US&amp;anchor=msgsports.com&amp;index=1&amp;md5=91a1ae87ccf5e17d11b12daebb8edf39\"><i>msgsports.com<\/i><\/a><i>.<\/i><\/p>\n<p><b><i>About Yelophant<\/i><\/b><\/p>\n<p><i>Yelophant is a next-generation nutrition brand bringing athlete-level nutritional standards into everyday foods for families. Founded in China in 2020 and expanded to the United States in 2025, Yelophant combines nutritional science with culinary innovation to create convenient, great-tasting foods designed for modern lifestyles, beginning with family breakfast. Yelophant has built a strong consumer following in China and is expanding in the United States through regional retail, e-commerce and strategic partnerships. The brand is also an official sponsor and product provider of China\u2019s National U16-U17 Men\u2019s Basketball Team and U18 Ice Hockey Team, reflecting its long-term commitment to nutrition, sports and the development of the next generation. Guided by the belief that better nutrition should be part of everyday life, Yelophant is working to make high-quality nutrition more accessible and enjoyable for people of all ages, while building a trusted global brand for the next generation. More information is available at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fyelophant.com&amp;esheet=54624339&amp;newsitemid=20261019168321&amp;lan=en-US&amp;anchor=yelophant.com&amp;index=2&amp;md5=23f11680216f2213ff6776e28e3c884e\">yelophant.com<\/a>.<\/i><\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261019168321r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20261019168321\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20261019168321\/en\/<\/a><\/span><\/p>\n<p>\nMEDIA CONTACTS:<br \/>\n<br \/><span class=\"bwuline\">Madison Square Garden Sports<\/span>:<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:MSGSPR@msgsports.com\">MSGSPR@msgsports.com<\/a><\/p>\n<p><span class=\"bwuline\">Yelophant:<br \/>\n<\/span><br \/><a rel=\"nofollow\" href=\"mailto:press@yelophant.com\">press@yelophant.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> New York China United States North America Asia Pacific<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Retail Social Media Health Entertainment Family Events\/Concerts Consumer Basketball General Entertainment Sports Influencer Communications Fitness &amp; Nutrition Food\/Beverage<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20261019168321\/en\/2938636\/3\/knicks_yelophant_logos.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Yelophant Named Official Partner of the New York Knicks Partnership Highlighted by First-of-its-Kind Community Activation, \u201cFuel the Future Week\u201d in China this Fall NEW YORK&#8211;(BUSINESS WIRE)&#8211; 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. 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 \u201cFuel the Future Week.\u201d The week will aim to encourage and grow youth sports participation through programming and youth-based events inclusive of Knicks &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Yelophant Named Official Partner of the New York Knicks&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-1011391","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Yelophant Named Official Partner of the New York Knicks - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Yelophant Named Official Partner of the New York Knicks - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Yelophant Named Official Partner of the New York Knicks Partnership Highlighted by First-of-its-Kind Community Activation, \u201cFuel the Future Week\u201d in China this Fall NEW YORK&#8211;(BUSINESS WIRE)&#8211; 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. 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 \u201cFuel the Future Week.\u201d The week will aim to encourage and grow youth sports participation through programming and youth-based events inclusive of Knicks &hellip; Continue reading &quot;Yelophant Named Official Partner of the New York Knicks&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-19T15:26:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261019168321r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/yelophant-named-official-partner-of-the-new-york-knicks\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/yelophant-named-official-partner-of-the-new-york-knicks\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Yelophant Named Official Partner of the New York Knicks\",\"datePublished\":\"2026-10-19T15:26:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/yelophant-named-official-partner-of-the-new-york-knicks\\\/\"},\"wordCount\":791,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/yelophant-named-official-partner-of-the-new-york-knicks\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&amp;sty=20261019168321r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/yelophant-named-official-partner-of-the-new-york-knicks\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/yelophant-named-official-partner-of-the-new-york-knicks\\\/\",\"name\":\"Yelophant Named Official Partner of the New York Knicks - 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(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. 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 \u201cFuel the Future Week.\u201d The week will aim to encourage and grow youth sports participation through programming and youth-based events inclusive of Knicks &hellip; Continue reading \"Yelophant Named Official Partner of the New York Knicks\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/","og_site_name":"Market Newsdesk","article_published_time":"2026-10-19T15:26:39+00:00","og_image":[{"url":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261019168321r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Yelophant Named Official Partner of the New York Knicks","datePublished":"2026-10-19T15:26:39+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/"},"wordCount":791,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/#primaryimage"},"thumbnailUrl":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261019168321r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/yelophant-named-official-partner-of-the-new-york-knicks\/","name":"Yelophant Named Official Partner of the New York Knicks - 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