LE SSERAFIM's next project is a slam dunk.
The South Korean pop group is forging a multi-year partnership with the National Basketball Association (NBA) to spearhead the league's celebrity and influencer program in Asia.
Through the new “Friends of the NBA” alliance, the five-member pop outfit will attend NBA games and events, play their part in promotions for the Association and participate in a variety of exclusive content that will appear on NBA and social of LE SSERAFIM media channels — the first of which you can see below.
The girl team is on a hot streak. Earlier this year, the singers topped the Billboard Hot 100 charts for the first time with the single “Easy.” The self-titled EP debuted at No. 8 on the Billboard 200, in a historic week in which TWICE's Together with YOU The EP bowed at No. 1 on the chart, marking the first time the top 10 had two all-female K-pop groups.
Comfortably It also debuted at No. 2 on both the World Albums and Top Sales album charts, while the title track climbed to No. 6 on the Billboard Global Excl. US map, marking the group's second and top chart, the top 10.
LE SSERAFIM, who is signed to Source Music/Geffen Records/IGA, scored his debut Advertising sign chart entry on May 14, 2022, when “Fearless” debuted on Global Excl. US and Billboard Global 200 charts (at No. 74 and 155, respectively).
The NBA with its wealth of talent is increasingly calling on the profile of K-pop stars to spread the word. Last year, BTS's Suga was named an ambassador for the NBA, tasked with attracting “fans of the Union around the world.”
The NBA has never been more popular with sports fans overseas, and the game itself has never been more “international.” When the 2023-24 season began, the franchise's rosters included a record 125 international players from 40 countries, led by Canada (26) and France (14). When the last regular season ended, international players led the league in points per game and rebounds, and non-U.S.-born players won the Most Valuable Player (MVP) award for each of the last five seasons.
from our partners at https://www.billboard.com/music/pop/le-sserafim-nba-collaboration-1235648849/