The NBA has a new partner ... and it's none other than K-pop group LE SSERAFIM!!
Adam Silver's organization announced the big collaboration this week ... saying the quintet of musicians will headline the NBA's celeb and influencer operation in Asia.
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The Association hopes the group's popularity will help expand its fanbase overseas ... similar to what it did when it enlisted BTS' Suga as an ambassador.
It seemed like a pretty "Smart" move -- especially considering Chaewon, Yunjin, Sakura, Kazuha and Eunchae are quite the hoop heads.