United States’ National Basketball Association (NBA) on Thursday named Hindi film superstar Ranveer Singh as its brand ambassador for India. Singh will work with the NBA to help grow the league’s profile in India throughout its landmark 75th anniversary season in 2021-22.

Over the course of the season, Singh will participate in a number of league initiatives that will be featured on his personal social media account, apart from NBA’s.

According to a press release, Singh will attend NBA All-Star 2022 in Cleveland, where he will post behind-the-scenes social media content and meet NBA players and legends. Singh previously attended NBA All-Star 2016 in Toronto, where he sat courtside at the NBA All-Star Game.

Singh will also be featured on “NBA Style” (@nbastyle_in), a new lifestyle-focused Instagram account for fans in India that showcases the convergence of the NBA and popular culture.

We are thrilled to welcome @RanveerOfficial as the NBA Brand Ambassador for India ahead of #NBA75, our 75th Anniversary Season. We are excited to have him on board and together grow the sport of basketball and the culture around it! @NBAIndia pic.twitter.com/j85PJbX8RA

— NBA (@NBA) September 30, 2021

“NBA Style” serves as a destination for fans in India to immerse themselves in the many ways that the league and its players influence and are influenced by music, style, art and entertainment.

The new account also spotlights a wide range of local personalities and their contributions to both NBA and popular culture.

“I have loved basketball and the NBA since my childhood and have always been fascinated with its influence on popular culture, including music, fashion and entertainment,” Singh said in a statement, adding, “With the NBA tipping off its 75th season celebrations, there couldn’t have been a better time to join forces with the league and support their efforts to grow basketball in the country.”

NBA Deputy Commissioner and Chief Operating Officer Mark Tatum said that the organization was ‘thrilled to welcome Ranveer Singh as NBA brand ambassador” for India, ahead of what promises to be a memorable 75th anniversary season.

“A Bollywood icon and one of the most celebrated actors of his generation, Ranveer is also a dedicated NBA fan who is passionate about the league and its players. We’re excited to work with Ranveer to engage with fans in India and around the world on a variety of platforms,” Tatum added.

“Ranveer is an ideal ambassador to headline the launch of NBA Style, our new Instagram handle that explores the intersection of basketball and culture,” said NBA Asia Executive Vice President and Managing Director Scott Levy.

“Art, fashion and entertainment are part of the fabric of India, and with Ranveer’s help, NBA Style will contribute to the cultural landscape and showcase how the league and its players have been shaped by and influence culture,” he added.

A native of Mumbai, Singh has appeared in several critically acclaimed movies and is the recipient of multiple prestigious awards. He is married to another superstar, Deepika Padukone.