The National Basketball Association (NBA) and BIGHIT MUSIC, the HYBE label under global entertainment leader HYBE Corp., announced that breakout K-pop group CORTIS has joined Friends of the NBA. This is the league’s celebrity and influencer program across Asia.
Through this landmark partnership. CORTIS will spotlight the intersection of sports, music, and global youth culture. The five-member group will attend NBA games and major events. They will collaborate on original content, co-create NBA-branded apparel and merchandise. And take part in league-wide promotional campaigns that engage fans worldwide.
In addition, the NBA confirmed that CORTIS will perform at NBA Crossover, the league’s premier fan experience, running February 12–15 at the Los Angeles Convention Center during NBA All-Star 2026. In a historic first, CORTIS will become the first K-pop act to perform at NBA All-Star, headlining NBA Crossover Opening Night on February 12. More NBA All-Star appearances will be announced soon.
“Joining Friends of the NBA is a milestone we never imagined reaching so early in our journey,” said CORTIS. “We strive to color outside the lines, and that mindset aligns naturally with the NBA’s creative, boundary-pushing spirit. We’re excited to bring our energy to this collaboration and connect with fans through sports and culture.”
“Welcoming CORTIS into Friends of the NBA highlights the growing synergy between basketball and music,” said Wayne Chang, Managing Director of NBA Asia. “Both K-pop and the NBA inspire passion, creativity, and global fandom. Together with CORTIS, we will create unforgettable experiences for fans worldwide, starting at NBA All-Star in Los Angeles.”
CORTIS continues its rapid rise following a record-breaking debut EP. Entered the Billboard 200 at No. 15. This achievement made them the only rookie group of 2025 to reach the chart. The group surpassed 100 million streams in its first month and has built a global fanbase of over 17 million followers across TikTok and Instagram. Rolling Stone hailed CORTIS as “the coolest K-pop debut of 2025.”
This collaboration strengthens the NBA’s growing ties with K-pop, following partnerships with BTS star SUGA (NBA Ambassador since 2023), LE SSERAFIM, and ENHYPEN. Joining Friends of the NBA in 2024 and 2025.
Launched in 2022, Friends of the NBA connects influential celebrities and creators across the Asia-Pacific region with NBA events and programming. The project engages fans on a global scale.
Fans can sign up for updates at nba.com/CORTIS. They can also follow CORTIS on Weverse.
Lastly, tickets for NBA Crossover are on sale now at NBAEvents.com. VIP packages offer exclusive stage views and early venue access.
