NBA Partners with K-pop Group LE SSERAFIM for Asia Promotion

The multi-year collaboration aims to engage fans through a blend of sports and music, marking LE SSERAFIM as the first K-pop group officially affiliated with the NBA.

• The NBA announces a multi-year collaboration with K-pop group LE SSERAFIM to promote the league in Asia, naming them 'Friends of the NBA.'
• LE SSERAFIM will attend NBA games and events, participate in promotional activities, and create exclusive content for social media channels.
• The collaboration aims to engage fans in new and creative ways, celebrating the intersection of sports and music.
• LE SSERAFIM is the first K-pop group to have an official affiliation with the NBA, following BTS's Suga who was named NBA Ambassador in 2023.
• The partnership reflects the NBA's strategy to leverage the popularity of K-pop stars to expand its international fanbase.

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