The National Basketball Association (NBA) and BIGHIT MUSIC, the music label under HYBE Corp (HYBE), the industry-leading global entertainment lifestyle company, recently announced that K-pop group Cortis has been named to “Friends of the NBA,” the league’s celebrity and influencer program in Asia.

The collaboration between the league and the five-member K-pop boy band redefining the genre will celebrate the intersection of sports and music. The boundary-pushing group will attend NBA games and events, collaborate with the league on a variety of original content initiatives, co-develop NBA-branded apparel and merchandise, participate in the league’s promotional activities and more.

The NBA recently announced Cortis as one of the musical performers at NBA Crossover, the league’s ultimate fan experience taking place Thursday, 12 February, to Sunday, 15 February, at the Los Angeles Convention Center as part of NBA All-Star 2026.

The group will make history as the first K-pop act to perform at NBA All-Star by headlining NBA Crossover Opening Night on 12 February. Cortis is also set for other soon-to-be-announced appearances during NBA All-Star.

Additional information about the collaboration will be announced at a later date. Fans can visit www.nba.com/CORTIS to sign up to receive news and updates and follow Cortis on Weverse.

“Joining the ‘Friends of the NBA’ is a milestone we didn’t imagine reaching so early in our career,” said Cortis in a statement. “As a group that strives to ‘color outside the lines,’ we see a natural connection between our music and the creative, boundary-pushing spirit of the NBA, and we aim to bring that same intensity to our music and performances.

“Welcoming Cortis into our ‘Friends of the NBA’ program highlights the powerful synergy between sport and music,” said NBA Asia managing director Wayne Chang. “K-pop embodies many of the same qualities as the NBA, with its ability to inspire passion, creativity and global fandom. Together with Cortis, we will celebrate the artistry of basketball and K-pop and create new and unforgettable experiences for audiences worldwide, beginning next month at NBA All-Star in Los Angeles.”

Cortis’ debut EP entered the Billboard 200 at No. 15, making them the only 2025 rookie group to achieve this milestone. With over 100 million streams in their first month and a rapidly growing fanbase of more than 17 million followers across TikTok and Instagram, the group was hailed by Rolling Stone as “the coolest K-pop debut” of 2025.