Photo-(PTI)
Photo : PTI
The National Basketball Association (NBA) and famous Indian artist, rapper, and songwriter AP Dhillon have today revealed a partnership aimed at involving basketball enthusiasts in India. Along with taking part in the 2025 Ruffles® NBA All-Star Celebrity Game, which will be broadcast in India on Saturday, Feb. 15 at 5:30 a.m. IST on NBA’s worldwide YouTube channel, Dhillon is leading a digital initiative in India motivated by his love for basketball and the culture that accompanies the modern game.
The digital content series highlights Dhillon presenting the newest basketball-themed streetwear found on NBAStore. And its adaptability both on and off the court. By utilizing his cultural influence and deep relationship with Indian youth, the campaign aims to motivate the upcoming generation of basketball fans and emphasize how the sport brings together, links and empowers communities.
While attending the All-Star Celebrity Game in San Francisco, Dhillon will take part in a panel discussion at NBA Crossover alongside other prominent creators. His involvement in these discussions highlights the fusion of basketball with music and lifestyle. Earlier this year, Dhillon attended The NBA Paris Games 2025 sponsored by Tissot, where he created content for Indian fans and contributed to the most-viewed NBA Global Games ever on social media.
Renowned for his distinctive fusion of Punjabi music along with hip-hop, R&B, pop, and trap elements, Dhillon gained popularity with tracks such as With You, Excuses, and Brown Munde, which turned into global viral hits. His music frequently reaches the top of international charts, having accumulated more than 5 billion streams and transformed the Punjabi music scene.
The 2024-25 NBA season is being streamed live in India via the NBA’s YouTube channel and NBA League Pass, the league’s premium live game subscription service available through the NBA App.
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