Key points

  1. NBA and K-pop group LE SSERAFIM announce a groundbreaking multiyear collaboration for enhanced fan engagement globally.
  2. LE SSERAFIM joins the “Friends of the NBA” program, blending music and sports through exclusive content creation.
  3. The partnership aims to unite NBA and K-pop enthusiasts, with members sharing their NBA experiences on social media.

In a groundbreaking move, the National Basketball Association (NBA) and SOURCE MUSIC Co., Ltd., a label under HYBE Co. Ltd., have revealed a multiyear collaboration with K-pop sensation LE SSERAFIM. This partnership aims to elevate fan engagement across the globe through various initiatives.

LE SSERAFIM, an anagram of “Iā€™M FEARLESS,” will take center stage in the NBA’s “Friends of the NBA” Celebrity and Influencer Program in Asia. The collaboration signifies a unique blend of sports and music as the five-member girl group immerses themselves in NBA games and events, creating exclusive content for both the NBA and their own social media platforms.

Recently making waves with their hit single “EASY,” which secured a spot on the Billboard Hot 100 chart and the Billboard Global 200 chart, LE SSERAFIM expressed enthusiasm about this venture. “We are thrilled to join forces with the NBA through the ‘Friends of the NBA’ program,” shared the group. “Our firsthand experience at an NBA game in LA last year was unforgettable, and we eagerly anticipate connecting with NBA enthusiasts worldwide.”

 kpop group LE SSERAFIM
Source: LE SSERAFIM on Instagram

NBA’s Chief Marketing Officer, Tammy Henault, echoed this excitement, hailing LE SSERAFIM as a rising force among NBA fans. The collaboration aims to unite NBA and K-pop enthusiasts in South Korea, Asia, and beyond, fostering a vibrant fusion of music, culture, and sports.

Moreover, members of LE SSERAFIM – KIM CHAEWON, SAKURA, HUH YUNJIN, KAZUHA, and HONG EUNCHAE – will share their NBA fandom journey on social media, inviting fans to partake in their individual experiences. Further details about this innovative collaboration will be disclosed in the coming days, with fans encouraged to stay updated by visiting

Having previously visited notable NBA locations such as the league headquarters and NBA Store New York, alongside attending a thrilling match between the LA Clippers and Los Angeles Lakers, LE SSERAFIM now joins the esteemed ranks of SUGA from BTS as one of the few K-pop artists officially associated with the NBA.

The “Friends of the NBA” initiative, established in 2022, continues to engage celebrities and influencers from the Asia-Pacific region, enriching NBA games, events, and programming with diverse perspectives and fervent fan participation.

Source: Media News 4U