Girl group LE SSERAFIM has partnered with the NBA, officially recognized as "the rising stars of K-pop".
The National Basketball Association (NBA) announced on the 5th (Korean time) that they have appointed LE SSERAFIM as 'Friends of the NBA'.


The NBA stated, "Following BTS's Suga, who was selected as an NBA ambassador in April last year, LE SSERAFIM will be joining us. LE SSERAFIM is the only K-pop artist officially collaborating with the NBA alongside Suga."
'Friends of the NBA' is a program where the NBA collaborates with famous individuals and influencers in the Asia-Pacific region to communicate with fans in new and creative ways. LE SSERAFIM will participate in various activities such as attending NBA games and events, collaborating on exclusive content to be posted on social media, and participating in league promotion.
Additionally, members Kim Chaewon, Sakura, Heo Yoonjin, Kazuha, and Hong Eunchae will share their experiences as NBA fans on social media to encourage their fans (Peena) to become NBA fans as well.
LE SSERAFIM expressed, "It is an honor to be working with the NBA. We had a great time watching an NBA game in Los Angeles last year. We look forward to experiencing more with NBA fans worldwide in the future."
Tammy Henault, the NBA's Chief Marketing Officer (CMO), commented, "We are delighted to collaborate with Le Sserafim, a K-pop group composed of young, dynamic, and NBA-loving members. We hope this collaboration will unite NBA fans and K-pop fans not only in Korea and Asia but around the world. We look forward to expanding the NBA's reach while celebrating the fusion of music, culture, and sports."


Written by Yoon Sang Geun
Translated by Lee So Yun