By: Yu Zhang
October 19, 2026, YELOPHANT and the New York Knicks, the 2025–26 NBA champions, today announced a strategic partnership naming YELOPHANT an Official Partner of the team and designating its products as an Official Pre-Packaged, Ready-to-Heat Asian Breakfast Product of the New York Knicks.
The agreement was signed on August 25, 2026, at Madison Square Garden (MSG) in New York. Doug Jossem, EVP Global Partnerships, and Rachel Lin, Executive Vice President, International Business, YELOPHANT, delivered remarks and signed the agreement on behalf of the two parties
The agreement marks the Knicks’ first major partnership with a China-based company to include international marketing rights. A centerpiece of the collaboration is Fuel the Future Week, presented by YELOPHANT, which will take place in China this fall. The weeklong community initiative will feature programs designed to encourage more young people to participate in sports.
The partnership reflects the growing importance of community sports programs in China, particularly among young fans and families. Through basketball, wellness and shared cultural experiences, YELOPHANT and the Knicks aim to strengthen connections with local communities and create more opportunities for fans to engage with the team beyond game day.
Under the partnership, MSG’s suites and hospitality spaces will offer dedicated YELOPHANT menus. Guests from around the world, as well as athletes with exacting expectations for food quality and nutrition, will be able to enjoy a range of the brand’s products. YELOPHANT aims to meet the dining needs of different audiences with foods that combine flavor and nutrition. The same products are also available through retail channels for families to purchase.
“We’re honored to partner with the New York Knicks. For us, this partnership is really about the next generation and helping more young people and families live healthier, more active lives,” YELOPHANT said in a statement. “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 U.S., we want to make good food that fits naturally into people’s everyday lives. Food and basketball are very different, but they both bring people together. That’s what makes this partnership meaningful to us.”
“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 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.”
About Madison Square Garden Sports Corp
Madison Square Garden Sports Corp. (MSG Sports) is a leading professional sports company whose portfolio includes the New York Knicks (NBA), the New York Rangers (NHL) and two development league teams: the Westchester Knicks (NBA G League) and the Hartford Wolf Pack (AHL). The company also operates the MSG Training Center in Greenburgh, New York, a training facility for professional sports teams.
More information is available at msgsports.com.
About YELOPHANT
YELOPHANT is a next-generation nutrition brand dedicated to bringing athlete-level nutritional standards to everyday foods for families. Founded in China in 2020, the brand entered the United States in 2025. Starting with family breakfast, YELOPHANT combines nutritional science with culinary innovation to create convenient, great-tasting foods for modern lifestyles.
YELOPHANT has built a broad consumer base 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’s national U16–U17 men’s 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 yelophant.com
