NBA Names David Beckham Co-Founded IM8 as Official Nutrition Partner in Australia and Southeast Asia

The National Basketball Association (NBA) has entered into a commercial partnership with US-based premium health and longevity brand IM8, designating the firm as the Official Nutrition Partner of the NBA across Australia and eight Southeast Asian markets.

The expansion agreement covers Australia alongside Brunei, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, targeting a collective consumer market of approximately 660 million people.

Co-founded by David Beckham and Danny Yeung, CEO of Nasdaq-listed parent company Prenetics Global Limited (NASDAQ: PRE), IM8 will roll out localised NBA-themed marketing campaigns, fan engagement programs, and a dedicated brand activation at the league’s flagship “NBA House” event in 2027.

The collaboration was officially unveiled at an executive launch event at Upper House in Hong Kong, featuring David Beckham, Danny Yeung, NBA Asia leadership, Naismith Basketball Hall of Fame member Chris Bosh, and two-time NBA Most Valuable Player Giannis Antetokounmpo, who serves as an IM8 global brand ambassador.

Highlighting the expansion into key Asia-Pacific markets, IM8 co-founder and Prenetics CEO, Danny Yeung, 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,” Yeung said.

Emphasising the personal alignment between elite athletic performance and health promotion across international markets, NBA player, Giannis Antetokounmpo “Basketball has given me everything, and I’ve seen first-hand how this game brings people together in every corner of the world.”

“I grew up in Athens dreaming about the NBA, so bringing IM8 to basketball fans across Australia and Southeast Asia means a lot to me.

“Taking care of your body allows you to show up and be your best every single day,” Antetokounmpo noted. 

From a league perspective, the partnership provides the NBA with a direct wellness integration across high-growth Asia-Pacific territories.

NBA head of SEA and asia marketing, Sheila Rasu, highlighted the shared objective of promoting physical health through sports engagement.

“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,” Rasu stated. 

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