LE SSERAFIM signs multi-year NBA partnership

K-pop sensation LE SSERAFIM has signed a multi-year collaboration with the NBA to headline the league's celebrity program 'Friends of the NBA' in Asia.

As part of this initiative launched in 2022, celebrities and influencers participate in NBA games and events across the Asia-Pacific region.

NBA Chief Marketing Officer Tammy Henault expressed excitement about bringing together NBA and K-pop fans through this partnership.

LE SSERAFIM shared their enthusiasm for the collaboration, recalling a memorable experience watching an NBA game in Los Angeles last year.

The group's members will attend games, create exclusive content, and share their experiences on social media to engage followers globally.

Since debuting in May 2022, LE SSERAFIM has released successful hits such as 'FEARLESS' and 'ANTIFRAGILE', with their recent single 'EASY' marking their first entry on the Billboard Hot 100 chart.

LE SSERAFIM's collaboration aims to celebrate the intersection of sports and music while broadening the NBA's reach in South Korea, Asia, and worldwide.