ENHYPEN Becomes the First K-pop Boy Band to Join NBA’s ‘Friends of the NBA’ Global Campaign

ENHYPEN, one of Korea’s most popular K-pop boy groups, has made history by joining the National Basketball Association (NBA)’s global campaign Friends of the NBA — marking the first time a K-pop boy band has partnered with the iconic sports league.

This collaboration is part of the NBA’s strategic initiative to connect with fans across the globe through innovative cultural partnerships. By working with high-profile celebrities and influencers from the Asia-Pacific region, the NBA aims to expand its international reach and create content that resonates beyond the basketball court.

ENHYPEN expressed their excitement, stating, “We are honored to be teaming up with the NBA. We’re looking forward to sharing unique experiences with fans around the world, beyond just the stage.”

The partnership kicks off with campaigns in Korea and Japan leading up to the NBA Finals. Fans can anticipate a variety of collaborative activities, merging the high-energy worlds of music and sports.

Tammy Henault, Chief Marketing Officer (CMO) of the NBA, commented, “We’re thrilled to work closely with ENHYPEN, one of the world’s leading K-pop sensations. K-pop sits at the crossroads of music and culture, and with ENHYPEN on board, we’re excited to bring fresh, engaging content to NBA fans globally.”

This fusion of K-pop and basketball opens new avenues for cultural exchange, reflecting a trend where entertainment and sports increasingly converge to capture the hearts of young, global audiences.