NBA Names David Beckham-Backed IM8 Official Nutrition Partner in Australia and Southeast Asia
Krissy Vann | Host, All Things Fitness and Wellness
The National Basketball Association has entered into a multiyear partnership with IM8, a health and nutrition brand co-founded by David Beckham, expanding the company's sports marketing presence across Australia and Southeast Asia.
Under the agreement, IM8 becomes the NBA's Official Nutrition Partner in Australia and eight Southeast Asian markets: Brunei, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
IM8 is owned by Nasdaq-listed Prenetics Global Limited and was co-founded by Beckham and Prenetics CEO Danny Yeung. The partnership provides the company with access to the NBA's regional fan base as it seeks to expand its presence in the health, nutrition and longevity market.
The agreement includes NBA-themed marketing campaigns and fan engagement initiatives across all nine markets. IM8 will also participate in NBA House in 2027, where the company plans to introduce its products to basketball fans through an in-person brand activation.
The announcement was made at an event in Hong Kong attended by Beckham, Yeung, NBA executives and former NBA player Chris Bosh.
IM8 has incorporated professional athletes into its marketing strategy, including two-time NBA Most Valuable Player Giannis Antetokounmpo, who serves as a brand ambassador. The NBA agreement expands that approach from individual athlete endorsements to an official regional league partnership.
“A few years ago, IM8 was an idea David Beckham and I sketched out together, with one ambition: to build a global health brand backed by the credibility of the world’s greatest athletes,” said Yeung, CEO of Prenetics and co-founder of IM8.
Yeung said the partnership is intended to support IM8's expansion across markets with a combined population of approximately 660 million people.
For IM8, the agreement creates an opportunity to reach consumers through an established professional sports property as interest in health, nutrition and longevity products continues to influence the broader wellness market.
The NBA also gains another commercial partner in the health and wellness category, extending its regional sponsorship activities beyond traditional sports products and services.
“Our collaboration with IM8 reflects the NBA’s commitment to promoting the importance of a healthy lifestyle in the communities where we operate,” said Sheila Rasu, NBA Head of Southeast Asia and Asia Marketing.
The companies have not disclosed the financial terms of the agreement or specific details about the products and activations planned for NBA House in 2027.
The partnership highlights the growing role of professional sports sponsorships in the marketing strategies of consumer wellness brands, particularly those seeking to establish recognition and expand into international markets.
