The NBA has a new partner … and it’s none other than K-pop group LE SSERAFIM!!
Adam Silver‘s organization announced the big collaboration this week … saying the quintet of musicians will headline the NBA’s celeb and influencer operation in Asia.
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The Association hopes the group’s popularity will help expand its fanbase overseas … similar to what it did when it enlisted BTS’ Suga as an ambassador.
It seemed like a pretty “Smart” move — especially considering Chaewon, Yunjin, Sakura, Kazuha and Eunchae are quite the hoop heads.
In fact, the group hit up a Laker game in customized jerseys back in November … and briefly got to meet NBA legend Magic Johnson during their time at Crypto.com Arena.
The ladies also took a break from promoting their new project, “Easy,” to tune in to the All-Star Game from a cellphone in February … and recently posted a video of them showing off their choreography while decked out in numerous teams’ merch.
With the collab, it’s safe to say fans will see a lot more of LE SSERAFIM at games in the future … and they can expect a ton of new content on socials.
The group made its debut in 2022 … and has exploded in popularity ever since.
In fact, they’re slated to rock the stage at Coachella later this month … so yeah, big year for the ladies!!