K-Pop sensation Le Sserafim & NBA announce multiyear collaboration

The National Basketball Association (NBA) and SOURCE MUSIC Co., Ltd., a label under HYBE Co. Ltd. (HYBE), the industry-leading global entertainment lifestyle company, today announced a multiyear collaboration that will see K-pop sensation LE SSERAFIM headline “Friends of the NBA,” the league’s celebrity and influencer program in Asia to engage fans in new and creative ways. 

 The collaboration between the league and the five-member girl group will be a celebration of the intersection of sports and music.  LE SSERAFIM, an anagram of the words “I’M FEARLESS,” will attend NBA games and events, collaborate on a variety of exclusive content that will be featured on the NBA’s and LE SSERAFIM’s social media channels, participate in league promotional activities, and more.  Last month, LE SSERAFIM’s hit single “EASY” earned the group its first appearance on the Billboard Hot 100 chart and first Top 10 song on the Billboard Global 200 chart.

 “We are so excited to collaborate with the NBA through its ‘Friends of the NBA’ program,” said LE SSERAFIM.  “We had a great time watching an NBA game in person last year in LA!  We look forward to working together with the league to experience so much more with NBA fans around the world.”

 “We’re thrilled to team up with breakout K-pop sensation LE SSERAFIM, a young and dynamic group of NBA fans,” said NBA Chief Marketing Officer Tammy Henault.  “Through this collaboration, we look forward to bringing NBA and K-pop fans together in South Korea, across Asia, and around the world and broadening the reach of our game as we celebrate this convergence of music, culture and sports.” 

Additionally, the five members of LE SSERAFIM – KIM CHAEWON, SAKURA, HUH YUNJIN, KAZUHA and HONG EUNCHAE – will share their experiences of NBA fandom on social media and encourage fans to follow their individual journeys as an NBA fan.  Additional information about the collaboration will be announced at a later date.  Fans can visit www.nba.com/LESSERAFIM to sign up to receive news and updates.

 Last November, LE SSERAFIM visited the NBA headquarters, NBA Store New York and attended the LA Clippers vs. Los Angeles Lakers game on November 2.  The group joins SUGA of BTS, who was named an NBA Ambassador last April, as the only K-pop artists with a formal affiliation with the NBA. 

 Launched in 2022, “Friends of the NBA” features celebrities and influencers from across the Asia-Pacific region who participate in NBA games, events and programming.

 Fans can follow LE SSERAFIM on Weverse.