https://staging.culturecrossroads.ca/tags/nba/Recent content in NBA on Culture CrossroadsHugo -- gohugo.ioen-caMon, 08 Apr 2024 13:33:00 +0000https://staging.culturecrossroads.ca/posts/k-pop-sensation-le-sserafim-and-nba-announces-multi-year-collaboration/Mon, 08 Apr 2024 13:33:00 +0000https://staging.culturecrossroads.ca/posts/k-pop-sensation-le-sserafim-and-nba-announces-multi-year-collaboration/The National Basketball Association (NBA) and SOURCE MUSIC Co., Ltd., a label under HYBE Co. Ltd. (HYBE), the industry-leading global entertainment lifestyle company, today announced a multiyear collaboration that will see K-pop sensation LE SSERAFIM headline Friends of the NBA, the league’s celebrity and influencer program in Asia to engage fans in new and creative ways. The collaboration between the league and the five-member girl group will be a celebration of the intersection of sports and music.