TEMPO.CO, Seoul - Popular K-Pop group ENHYPEN will be featured on "Friends of the NBA," the NBA's celebrity and influencer program in Asia, as part of a multi-year partnership announced today by the National Basketball Association (NBA) and BELIFT LAB Inc. Ltd. (HYBE), according to a press release received by Tempo on Sunday, May 25, 2025.
As part of the partnership, the seven-piece boy band—JUNGWON, HEESEUNG, JAY, JAKE, SUNGHOON, SUNOO, and NI-KI—will interact with NBA fans globally in novel and imaginative ways, such as by taking part in NBA ID raffles in South Korea and Japan prior to the 2025 NBA Finals.
The press release also stated that ENHYPEN will work with the NBA to create material for the NBA's and ENHYPEN's social media platforms throughout the event, which is scheduled for Thursday, June 5, in the US.
ENHYPEN will also share their NBA experiences with followers on social media and take part in a few events throughout the world.
The NBA and ENHYPEN's partnership comes as the NBA is strengthening its ties with the K-pop community.
In 2023, BTS member Suga was designated an NBA Ambassador, and in April 2024, the five-member girl group LE SSERAFIM joined the Friends of the NBA program.
“We are thrilled to be working 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.”
NBA Chief Marketing Officer, Tammy Henault, stated that ENHYPEN is one of the most popular K-pop groups in the world, and that the NBA look forward to working closely with such a talented group of artists who share a passion for basketball and the NBA.
“K-pop will continue to be an important part of music and culture, and we are thrilled to collaborate with ENHYPEN to bring a unique blend of sports and entertainment that will reach so many of our fans around the world,” Tammy said.
More information about the collaboration will be released at a later date. Fans can visit www.nba.com/ENHYPEN to register and receive updates and follow ENHYPEN on Weverse.
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