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LE SSERAFIM And NBA Team Up For New Collaboration
The K-pop group forges a multi-year collaboration with the NBA to headline the league’s celebrity and influencer program in Asia.
The South Korean pop-group forges a multi-year collaboration with the National Basketball Association (NBA) to headline the league’s celebrity and influencer program in Asia. LE SSERAFIM, which is signed to Source Music/Geffen Records/IGA, notched its first Billboard chart entry on May 14, 2022, when “Fearless” debuted on Global Excl. The NBA has never been more popular with sports fans abroad, and the game itself had never been more “international.” When the 2023-24 season tipped off, franchise rosters included a record 125 international players from 40 countries, led by Canada (26) and France (14).
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