IM8, the nutrition and wellness brand co-founded by David Beckham, has signed a multi-year partnership with the NBA to strengthen its presence across Australia and Southeast Asia. The agreement will make IM8 the league’s official nutrition partner in Australia and eight Southeast Asian markets.
The partnership is part of the NBA’s continued expansion of its international commercial network and offers IM8 access to the league’s global audience. The collaboration is designed to increase brand awareness and connect the company with new consumer groups across the region.
Planned activations include advertising campaigns, fan experiences and a presence at NBA House in 2027. The region covered by the agreement represents a potential audience of approximately 660 million people, according to the announcement, making it a strategic market for IM8’s international growth plans.
David Beckham’s role in IM8
Launched in late 2024, IM8 focuses on nutrition supplements and wellness products designed to support daily nutritional needs. Its product range includes formulations that combine multiple nutrients into a single serving.
Former England football captain David Beckham is one of the brand’s co-founders, alongside Danny Yeung, CEO of Prenetics, a company focused on health-related solutions. IM8 operates under Prenetics.
Sports partnerships as a growth channel
The NBA agreement gives IM8 a platform to build brand recognition through advertising, fan engagement and league-related experiences. For the company, the partnership provides an opportunity to reach consumers across markets where basketball has an established following.
The deal also highlights the commercial appeal of major sports properties for nutrition and wellness brands seeking international expansion. Global leagues can offer partners more than traditional advertising exposure, connecting brands with fans through live events, digital campaigns and interactive experiences.
For the NBA, the agreement adds another commercial partner in the Asia-Pacific region as the league continues to develop its international business.