Grand Rapids Gold ‘Elf Game’ Receives National Accolade

It's the most wonderful time of the year, especially if you're in Grand Rapids in December. The Van Andel Arena is decorated with a bow, and Santa's elves take a night off to play a friendly game of basketball before they help pack Jolly Ol' Saint Nick's sleigh for his annual trek around the globe.

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At least that's how things are presented when the Grand Rapids Gold, the Denver Nuggets' G League team based in Grand Rapids, launched their unique "Elf Night" holiday-themed game on December 13th. The game and its jerseys were a hit, locally and around the country, leading to the team getting a special award for its boldness.

Grand Rapids Gold "Elf Night"

Inspired by the movie "Elf", the Gold debuted a costume so outlandish that you'd think it'd have belonged on a team like the Harlem Globetrotters or the Savannah Bananas. Nope, this was instead just a fun event with cool jerseys that the public could bet on, with all proceeds from the jerseys being donated to charity.

READ MORE: The Story Behind Grand Rapids' Infamous 'Man of Steel' Poster

The Gold has multiple theme nights each year, such as a Tropic Thunder night and a Grateful Dead night. In total, charity jerseys raised $19,000 for local and national charities in 2024.

The Gold Go Viral

The jerseys were a hit locally, drawing over 6,000 fans. More importantly, they went viral online. According to the Gold, it had over "100 million impressions across digital and broadcast platforms", appearing on SportsCenter, ESPN, Overtime, Sports Illustrated, and more. This positive reception led to the G League awarding the Gold with the 2024-2025 NBA G League Promotion of the Year Award.

The Gold's Team President, Steve Jbara, was also named the first-ever back-to-back Executive of the Year. With good ideas like Elf Night and a team whose attendance numbers continue to increase, it's no surprise. The Denver Nuggets Summer League kicks off this week, and many familiar faces from the Gold will make appearances.