The NBA and Indian artist AP Dhillon have announced a collaboration to connect with basketball fans in India. As part of this, Dhillon will play in the 2025 Ruffles® NBA All-Star Celebrity Game.
The game will air in India on Saturday, Feb. 15, at 5:30 a.m. IST on the NBA’s global YouTube channel. He will also lead a digital campaign focused on basketball culture and its links to music and lifestyle.
The campaign features Dhillon showcasing basketball-inspired streetwear from NBAStore.in. It highlights how the style works both on and off the court. Through his influence, the initiative aims to engage young Indian fans.
While in San Francisco for the All-Star Celebrity Game, Dhillon will take part in a panel at NBA Crossover. He will join other creators in discussing basketball’s cultural reach. Earlier this year, he attended The NBA Paris Games 2025 presented by Tissot. The event featured the Indiana Pacers and San Antonio Spurs. While there, he created content for Indian fans as part of the NBA’s global outreach.
Dhillon, a basketball fan, has spoken about how the sport has shaped him. He credits it for inspiring his creativity, teamwork, and ambition. This collaboration reflects his passion for basketball and its growing cultural influence in India.
The NBA and Dhillon plan to introduce more initiatives. These efforts will focus on making basketball more accessible to Indian audiences.
Dhillon is known for blending Punjabi music with hip-hop, R&B, pop, and trap. His songs, including With You, Excuses, and Brown Munde, have reached audiences worldwide. He has built a strong presence through international tours. His projects often connect music with culture and community.
The 2024-25 NBA season is streaming live in India on YouTube and NBA League Pass. Fans can watch through the NBA App.
