The National Basketball Association (NBA) has appointed IM8, a health and longevity brand co-founded by David Beckham, as its official nutrition partner across Australia and eight Southeast Asian markets under a multi-year agreement.
The partnership covers Australia, Brunei, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. It will focus on regional marketing campaigns, fan engagement initiatives and experiential activations aimed at connecting IM8 with the NBA’s basketball audience. As part of the agreement, IM8 will stage an activation at NBA House in 2027.
Yeung, CEO of Prenetics and Co-Founder of IM8, said, “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. Today, we’re standing alongside the NBA, the most iconic league on the planet and the most powerful sports brand in the region. Together, we’re bringing IM8 to approximately 660 million people across Australia and Southeast Asia, pairing large, basketball-loving communities with a growing demand for premium health and wellness, as IM8 continues to expand globally.”
NBA Head of Southeast Asia and Asia Marketing Sheila Rasu added, “Our collaboration with IM8 reflects the NBA’s commitment to promoting the importance of a healthy lifestyle in the communities where we operate. We look forward to working with IM8 to curate new experiences for NBA fans and IM8 consumers in Australia and across Southeast Asia.”
Founded in December 2024, IM8 operates under Prenetics Global Limited, a Nasdaq-listed company, and specialises in health, nutrition and longevity products. Its flagship offering is Daily Ultimate Essentials, an all-in-one daily nutrition supplement.
The agreement extends IM8’s sports marketing strategy, which includes partnerships with athletes across basketball, tennis, football and motorsport. For the NBA, the deal strengthens its commercial portfolio in the health and wellness category. For IM8, the league provides a platform to expand brand visibility, engage regional consumers and support its international growth ambitions.