NEW YORK — Madison Square Garden Sports Corp. (MSGS) has announced 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 “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 and a Knicks game viewing party, transporting the energy of the Knicks to even more fans around the world.
The 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.
Additionally, 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.
“This partnership with Yelophant marks a major milestone for the partnerships family at Madison Square Garden Sports,” said 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.”
“We’re honored to partner with the New York Knicks,” said 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. 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. As Yelophant grows in the United States, we want to continue to make good food that fits naturally into people’s everyday lives. While food and basketball are very different, they both bring people together. That’s what makes this partnership meaningful to us.”
Additionally, the Knicks and Yelophant will collaborate on branded content via social media influencers, expanding awareness to new, relevant audiences through authentic creator endorsement.
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