The NBA has appointed IM8, a nutrition brand co-founded by David Beckham, as its official nutrition partner in Australia and Southeast Asia, marking a regional commercial tie-up. The deal aligns the league with a celebrity-backed supplement company to support player and fan nutrition efforts and expand IM8’s market presence in those growth markets.
'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit 2026 Women in Sport Performance Form 2026 Playa Power Program Women in Sport Futures Day 2026 Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Sponsorship > NBA Names David Beckham Co-Founded IM8 as Official Nutrition Partner in Australia and Southeast Asia Sponsorship 3 min read NBA Names David Beckham Co-Founded IM8 as Official Nutrition Partner in Australia and Southeast Asia Written by MOS Editorial Team Published on 13 October 2026 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. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . The PNG Chiefs have officially confirmed Toyota Tsusho (PNG) Limited, trading as Ela... Healthcare leader Bupa has officially partnered with Invictus Australia, securing its position... Energy drink giant Red Bull has entered into a multi-year commercial agreement to... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com
National Basketball Association, IM8, Prenetics Global Limited, Naismith Basketball Hall of Fame, NBA Asia, IM8 Global (IM8 global brand), Ela, Toyota Tsusho (PNG) Limited, Bupa, Invictus Australia, Red Bull
National Basketball Association: The National Basketball Association is the league that has designated IM8 as its Official Nutrition Partner across Australia and eight Southeast Asian markets.
IM8: IM8 is a US-based premium health and longevity brand co-founded by David Beckham and Danny Yeung that will serve as the Official Nutrition Partner of the NBA in Australia and eight Southeast Asian markets.
Prenetics Global Limited: Prenetics Global Limited is the Nasdaq-listed parent company of IM8 whose CEO Danny Yeung co-founded IM8 with David Beckham.
Naismith Basketball Hall of Fame: The Naismith Basketball Hall of Fame is the institution that recognizes basketball greats and lists Chris Bosh as a member who attended the IM8–NBA launch event.
NBA Asia: NBA Asia is the regional leadership arm of the National Basketball Association involved in the executive launch event for the IM8 partnership.
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