The National Basketball Association (NBA) has teamed up with renowned Indian singer, rapper, and songwriter AP Dhillon to connect with basketball fans across India. This collaboration is set to bring fresh engagement opportunities, blending the worlds of music, fashion, and sports to inspire the next generation of basketball enthusiasts.
AP Dhillon to Feature in the 2025 Ruffles NBA All-Star Celebrity Game
As part of this initiative, AP Dhillon will participate 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 via the NBA’s global YouTube channel. His presence in the game is expected to draw significant attention from Indian fans and further bridge the connection between basketball and mainstream culture in the country.
Digital Campaign Showcasing NBA Streetwear
In addition to his appearance in the Celebrity Game, Dhillon is leading a digital campaign in India that highlights the latest basketball-inspired streetwear available on NBAStore.in. The campaign showcases the versatility of these fashion pieces, both on and off the court. By leveraging Dhillon’s cultural influence and deep connection with Indian youth, the initiative aims to promote basketball’s impact on lifestyle and community building.
Participation in NBA Crossover and Paris Games
While in San Francisco for the All-Star Celebrity Game, Dhillon will also take part in a panel discussion at NBA Crossover alongside other prominent creators. His involvement in these discussions highlights the cultural fusion of basketball with music and lifestyle. Earlier this year, Dhillon attended The NBA Paris Games 2025 presented by Tissot, where he created content for Indian fans and contributed to the most-viewed NBA Global Games ever on social media.
AP Dhillon’s Passion for Basketball and Cultural Influence
A devoted basketball fan, Dhillon credits the sport for shaping his creativity, teamwork, and ambition. He seamlessly integrates his love for basketball into this collaboration, making the game more relatable to Indian audiences. His unique blend of Punjabi music with hip-hop, R&B, pop, and trap influences has made him a global sensation, with hits like "With You," "Excuses," and "Brown Munde" garnering over 5 billion streams worldwide.
Bringing Basketball Closer to Indian Fans
The NBA and Dhillon plan to introduce additional initiatives to enhance basketball’s reach in India, making the sport more accessible and engaging for young fans. Through music, fashion, and digital content, this collaboration seeks to expand basketball's influence beyond the court and into popular culture.
How to Watch NBA Games in India
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.
This partnership marks a significant step in strengthening basketball’s presence in India, with AP Dhillon serving as a bridge between sports, music, and culture.