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MANILA -- The NBA has announced a multiyear partnership with K-pop girl group Le Sserafim.
As part of the "Friends of the NBA" program in Asia, Le Sserafim will attend NBA games, create exclusive content, and participate in league promotions. This collaboration aims to connect with fans at the intersection of sports and music.
Le Sserafim, known for their hit single "EASY," is excited to collaborate with the NBA. The group's members will share their NBA experiences on social media, inviting fans to join them.
This partnership reflects the NBA's commitment to global fan engagement and follows Le Sserafim's visit to the NBA headquarters and a game in November.
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Le Sserafim joins BTS's SUGA as the only K-pop artists with formal NBA affiliations under the "Friends of the NBA '' program.
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