K-pop band ENHYPEN has joined the Friends of the NBA celebrity and influencer programme in Asia, which will see the group participate in fan engagement activities around the world.
It comes as part of a multi-year collaboration between the basketball organisation and BELIFT LAB Inc., which is a label under South Korean entertainment company HYBE.
The seven-member boy band will take part in events such as the NBA ID sweepstakes in Japan and South Korea prior to this year’s NBA Finals that begin on June 5.
They will also collaborate on content that will be featured on the NBA and ENHYPEN social media channels.
“We are thrilled to be teaming up with the NBA,” said ENHYPEN.
“We look forward to creating unique experiences with NBA fans around the world in new and exciting ways, even beyond the stage.”
The partnership between the NBA and ENHYPEN builds on the league’s relationship with K-pop that began with BTS member Suga, who was named an NBA Ambassador in 2023.
Girl group LE SSERAFIM also joined Friends of the NBA in April of last year.
Launched in 2022, the initiative features celebrities and influencers from across the Asia-Pacific region who participate in NBA games, events and programming.
“ENHYPEN is one of the most popular K-pop groups in the world, and we can’t wait to work more closely with this talented collection of artists who share a love for basketball and the NBA,” said NBA chief marketing officer Tammy Henault.
“K-pop continues to be a cornerstone of music and culture, and we’re excited to collaborate with ENHYPEN on a compelling fusion of sports and entertainment that speaks to so many of our fans around the world.”