Business Wire·Oct 19, 2026, 10:00 AM ET

Yelophant Named Official Partner of the New York Knicks

Madison Square Garden Sports Corp. announced a new partnership naming Yelophant the Official Partner of the New York Knicks.
The deal marks the first major international marketing partnership between the Knicks & a Chinese-based company.
The partnership features "Fuel the Future Week," a first-of-its-kind community activation in China this Fall aimed at growing youth sports participation.
China events will include Knicks alumni appearances & a game viewing party to transport team energy to local fans.
At Madison Square Garden, Yelophant will integrate via digital signage, concourse activations, samplings, & curated menu items during select games.
Yelophant will serve as the Presenting Partner of the Knicks Lunar New Year Theme Night with brand inclusion across multiple event elements.
Both organizations will collaborate on social media content using influencers to expand awareness to new audiences.
Yelophant, founded in China in 2020 & expanded to the US in 2025, specializes in ready-to-heat Asian breakfast products.
Yelophant is also an official sponsor & product provider for China's National U16-U17 Men's Basketball Team & U18 Ice Hockey Team.