MUMBAI: In an effort to reach Indian basketball fans, the National Basketball Association (NBA) today announced a partnership with well-known Indian singer, rapper, and songwriter AP Dhillon. Dhillon is leading a digital campaign in India that is motivated by his love of basketball and the culture that surrounds the game today, in addition to taking part in the 2025 Ruffles® NBA All-Star Celebrity Game, which will be televised in India on Saturday, February 15 at 5:30 a.m. IST on NBA's global YouTube channel.
Dhillon showcases the newest basketball-inspired streetwear that is offered on NBAStore.in, as well as its adaptability both on and off the court, in the digital multimedia series. The campaign aims to encourage the next generation of basketball fans and emphasise how the game unifies, connects, and empowers communities by utilising his cultural influence and close relationship with Indian youth.
Dhillon will participate in a panel discussion at NBA Crossover with other well-known designers while in San Francisco for the 2025 Ruffles® NBA All-Star Celebrity Game. He produced material for Indian fans at the NBA Paris Games 2025, sponsored by Tissot, earlier this month. The games, which included two regular-season matches between the Indiana Pacers and the San Antonio Spurs, were the most watched NBA Global Games ever on social media.
Basketball fanatic Dhillon, who recently travelled to India to promote his EP "The Brownprint," has frequently attributed his desire, inventiveness, and collaboration to the game. Dhillon brings his love of basketball to this partnership, displaying a style that appeals to young people in India and skilfully combines basketball, music, and culture.
In order to increase basketball's accessibility and relatability to Indian viewers, the NBA and Dhillon also plan to launch further projects.
Dhillon gained notoriety for his distinctive fusion of Punjabi music with elements of pop, R&B, hip-hop, and trap. His hits, such as "With You," "Excuses," and "Brown Munde," went viral all over the world. With over 5 billion streams, his music frequently tops international charts and has changed the Punjabi music scene. He has effectively established a brand around his artistic abilities outside of music, going on global tours and introducing Punjabi music to a wider audience.
NBA League Pass, the league's premium live game subscription service accessible through the NBA App, and the NBA YouTube channel will both broadcast live in India during the 2024–25 NBA season. For the most recent news, updates, scores, stats, schedules, videos, and more, Indian fans may follow the NBA on Facebook (Facebook.com/NBAIndia), Instagram (@NBAIndia and @NBAStyle_in for all things style related), X (@NBAIndia), and the NBA App.
Add new comment