Rookie K-pop group CORTIS has landed a major global partnership with the NBA. On January 18, the league announced that the five-member boy group has been appointed as “Friends of the NBA,” a role that will see the group promote the NBA across the Asia-Pacific region.
This partnership places CORTIS at the center of the NBA’s culture-focused outreach in Asia. The “Friends of the NBA” program works with influential figures from the region to connect with fans in fresh and creative ways.
As part of the collaboration, CORTIS will take part in NBA games and official events and create promotional content. They will also help design NBA-branded apparel and merchandise and join global marketing campaigns for the league.
As part of the collaboration, CORTIS will headline the NBA Crossover Opening Night Concert during the 2026 NBA All-Star Week. The concert will take place on February 12, 2026, at the Los Angeles Convention Center. CORTIS will open a three-night concert series that also includes performances by Ludacris and Shaboozey.
This is the historic first as they become the first K-pop act to ever headline the NBA Crossover concert series.
The group shared their excitement about the achievement. One member said joining Friends of the NBA is something they never imagined when they first debuted. Another member, Martin, described the All-Star performance as a huge moment for the group and an honor to kick off All-Star Weekend as the first K-pop headliner.
Wayne Chang, the league’s Asia managing director, said the upcoming All-Star event in Los Angeles will be the starting point for fans to experience the mix of basketball and K-pop through CORTIS.
CORTIS now joins a growing list of K-pop artists who have worked with the NBA. BTS’s SUGA became the league’s first K-pop ambassador in 2023. LE SSERAFIM joined the Friends of the NBA program in 2024, followed by ENHYPEN last year.
Meanwhile, CORTIS made their debut in August last year under HYBE’s BIGHIT MUSIC, which also manages BTS and TXT. Their debut EP, “Color Outside the Lines,” entered the Billboard 200 at number 15, and the group has already earned Rookie of the Year awards at major ceremonies.