BigHit Music and the National Basketball Association (NBA) announced on [insert announcement date if known] that K-pop boy group CORTIS will perform at the opening of the NBA All-Star 2026 Crossover event, where the five-member act will take part as officially designated “Friends of the NBA” to support the league’s celebrity and influencer program.
The group, composed of members Martin, James, Juhoon, Seonghyeon and Keonho, will join the NBA’s efforts to connect basketball and music through appearances at league games and events.
BigHit Music and the NBA stated in their joint press release that CORTIS will participate in the All-Star Crossover, described as an “ultimate experience” that showcases basketball culture, entertainment and fan engagement activities during NBA All-Star 2026.
Organizers said CORTIS will appear at selected NBA games and special league events as part of the partnership, in addition to their scheduled All-Star 2026 Crossover performance.
Under the collaboration, CORTIS and the NBA will develop a variety of original content initiatives, which will feature the group in basketball-themed digital and social media content targeting global fans.
The NBA said the Friends of the NBA program enlists artists, celebrities and digital creators to help promote the league’s brand and events to broader audiences, including international markets.
BigHit Music said the partnership will include additional activities and initiatives, which may involve fan interactions, promotional campaigns and cross-platform content tied to NBA events.
The NBA All-Star 2026 Crossover event will take place during NBA All-Star weekend in 2026 at a yet-to-be-announced venue, where CORTIS will deliver a live performance to help open the multi-day fan experience.
League officials said further details on CORTIS’ performance schedule, specific game appearances and content releases will follow in future announcements closer to NBA All-Star 2026.
BigHit Music and the NBA said they will release more information about ticketing, programming and interactive experiences for the All-Star 2026 Crossover event through their official platforms.
