--- title: SUGA x NBA Global Ambassador description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hubfs/Assets-2024-shortlisted/RYYRKrOq.jpg --- SUGA x NBA Global Ambassador # SUGA x NBA Global Ambassador [NBA](https://www.nba.com/) The 6th Annual Awards Nominee ✨ - Best Use of Culture Music or Entertainment ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-2024-shortlisted/RYYRKrOq.jpg?width=1920&height=1080&name=RYYRKrOq.jpg) Share [** ](https://www.hashtagsports.com/awards/shortlist-2024/suga-x-nba-global-ambassador#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/suga-x-nba-global-ambassador#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/suga-x-nba-global-ambassador#) ABOUT THIS ENTRY The NBA works collaboratively with partners and ambassadors around the world to identify new and creative opportunities to engage a global fanbase. Building on a comprehensive fan engagement strategy centered around the intersection of sports, culture and entertainment, BTS star SUGA was named an NBA ambassador. As a global NBA ambassador, SUGA has been at the forefront of various league-wide initiatives. From making appearances at NBA games and events, to starring in our “We Are All in the Finals” campaign and launching his own NBA-Mitchell & Ness merchandise collection, the league and SUGA have found organic ways to bring the collaboration to life. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-2024-shortlisted/RYYRKrOq.jpg?width=1920&height=1080&name=RYYRKrOq.jpg) How does this represent “Excellence in Engagement”? The NBA and SUGA establish an ideal union that is designed to reflect his journey as a fan – from his childhood basketball aspirations to realizing his fandom and advocating the NBA – and amplifies the excitement around our game. From a fan engagement perspective, SUGA’s Ambassador announcement has extensively outperformed other celebrity posts (#NBACelebRow) across engagements and impressions on the @NBA Instagram account throughout the 2022-23 season. Within the sports industry, the NBA has been at the forefront of original and creative partnerships and a fundamental understanding on the efficacy of collaborations with international stars and celebrities outside the U.S. Partnering with SUGA at the height of BTS lends a credibility and global appeal that transcends ethnicity, religion, and culture, which offers sports institutions with a fan engagement strategy to broaden their reach beyond the everyday sports fan. Overall, the record engagement generated by every SUGA-related content on the NBA’s social platforms and positive retail performance of the SUGAxNBA capsule collection speaks volumes to the success of this partnership. Objective As a global organization, the NBA is committed to reaching fans around the world through partnerships, content, events and other localized opportunities. Based on our research, basketball is the No. 2 most popular team sport to play and watch globally(YouGov Global Fan Profiles – August 2023), positioning the league for continued growth internationally for years to come. While the majority of NBA fans aren’t able to experience live games in an NBA arena, the league delivers unique experiences that showcase everything they love about the NBA, entertainment and basketball culture to keep them immersed year-round. Partnering with SUGA demonstrates how the NBA identifies creative fan engagement efforts that resonate with new and existing fans alike. Strategy & Execution The NBA is at the center of pop culture with celebrities and star athletes from across the world of sports, making appearances at games and community events. We engaged Bangtan Boys’ (BTS) music label as the influence of East Asian pop culture – particularly from South Korea – had steadily risen in the U.S. and the rest of the world. The momentum paved the way for a collaboration with Min Yoongi, a massive NBA fan whose stage name SUGA not only means ‘sweetness’ but is a play on the “Shooting Guard” position in basketball. SUGA attended the NBA Japan Games 2022 before officially naming the South Korean rapper, songwriter and producer an NBA Ambassador in April 2023. As part of this ongoing role, SUGA participates in various initiatives, including making appearances at NBA games and events, integrating SUGA as a key figure in our brand campaign, and launching his own NBA merchandise collection. The league implemented a multiplatform strategy to engage its young, tech-savvy fanbase and highlighted SUGA content across owned (NBA.com, NBA App, social media and EDMs) and earned media. **Organizations** - NBA - HYBE **Links** - [  Website](https://www.nba.com/news/bts-star-suga-named-nba-ambassador) **Credits** **[Sheila Rasu](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Head of Marketing Communications NBA Asia **[Spencer Douglass](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Programming and Production Team Leader NBA Asia **[Raul Sin](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Audience Development & Integrated Marketing Team Leader NBA Asia **[Stuart Orsak](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Legal Lead NBA Asia **[Glenn Russell](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Content Partnerships Team Leader NBA Asia **[Lesley Rulloda Prince](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Head of Brand Partnerships NBA Asia **[Morgan Law](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Retail Lead NBA Asia **[Roger Ong](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Communications Lead NBA Asia **[Antoine Nazaret](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Digital Engagement Team Leader NBA Asia **[Benjamin Darde](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Social Media Lead NBA Asia **[Alan Hwe](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** CRM Professional NBA Asia **[Tammy Henault](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Chief Marketing Officer NBA **[Cheryl Stallings](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** On-Ground Talent Management NBA **[Kim Clark](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Global Fan Marketing Lead NBA **[Alex Gerson](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** Brand Marketing Leader NBA **[Matt Halliwell](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** International Advertising Lead NBA **[Justin D’Apolito](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** NBA Social Content Lead NBA **[Jim Poorten](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** NBA Social Content NBA **[Jake Freeman](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** NBA Social Content Planning NBA **[Ashley Atwell](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** NBA Social Content and Emerging Media Lead NBA **[Adam Fedorko](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** NBA Social and Digital Content Creation NBA **[Tess Quinlan](https://www.hashtagsports.com/awards/shortlist-2024/NBA.com?hsLang=en)** NBA DTC Content Planning NBA **[Dylan Kim](https://hybecorp.com/eng/main)** Legal Lead and Point of Contact HYBE **[Sean Park](https://hybecorp.com/eng/main)** Brand and Marketing Lead HYBE #### Celebrate in NYC Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.   [![RESERVE SEATS](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)