K-pop stars who powered NBA’s global courtside era

The intersection of K-pop and NBA has evolved from rare sightings into a powerhouse cultural partnership. As the league expands its global footprint, the courtside Celebrity Row has been a prime platform for some K-pop royalty. From official ambassadors to viral influencers, these artists have bridged the gap between two different and opposite fields through high-profile appearances and global marketing, while transforming the arena tunnel into a runway. This collaboration proves K-pop’s influence is as dominant in sports as it is on the music charts.

Suga (BTS)

Min Yoongi, known as Suga, remains the gold standard for K-pop and NBA collaboration. In April 2023, Suga was named the official NBA Global Ambassador. His stage name is a direct nod to his former position as a shooting guard and a testament to the love he carries for the sport. Suga’s and Stephen Curry’s meeting during the 2022 NBA Japan Games generated over 40 million social media impressions.

With the 2025 discharge from military service and an album on the way, his return to the NBA courtside remains a highly anticipated event. The last game that Suga attended was Game 6 of the 2023 Western Conference Semifinals in a custom Lakers varsity jacket.

Rosé (BLACKPINK)

Rosé made her second high-profile NBA appearance at Madison Square Garden in 2024 for a preseason New York Knicks game. Donning a blue and orange oversized Knicks varsity jacket paired with a white mini slit skirt and ivory loafers from Saint Lauren, Rose turned heads with her chic fashion.

Blackpink and Mitchell & Ness released a limited-edition team apparel that sold out within minutes. The league collection mixed the K-pop group’s bold aesthetics with official team gear from jerseys, hats, t-shirts, and hoodies featuring various team logos.

Yuqi (I-DLE)

In February 2025, Yuqi of I-DLE, formerly known as (G)I-DLE, attended the NBA All-Star Game in San Francisco as a representative for Tencent. She filmed her experience from the courtside, meeting with NBA stars, and took photos. The entire documented journey was later shared on social media. She met NBA legend Yao Ming and Tracy McGrady, and also interacted with Boston Celtics’ star player Jayson Tatum.

LE SSERAFIM

As Friends of the NBA, LE SSERAFIM has brought a youthful flair to the Los Angeles Lakers' home court in November 2023. The group, wearing Lakers jersey attended Lakers vs Clippers game at Crypto.com Arena and generated significant media buzz. The group also interacted with Lakerslegend and NBA Hall of Famer, Magic Johnson.

CORTIS

The newest addition to NBA family is HYBE’s rookie group, CORTIS, who have set the K-pop industry on fire since their debut with songs like Go! and Fashion. The group is set to make history on February 12, 2026, as the first-ever K-pop act to headline the NBA Crossover Concert Series during All-Star Weekend in Los Angeles.

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