NBA and David Beckham’s IM8 announce strategic nutrition partnership

The NBA and IM8, a nutritional supplement and wellness brand co-founded by David Beckham, have entered into a multi-year strategic commercial alliance. Under the agreement, IM8 will serve as the official nutrition partner of the NBA in Australia and eight key Southeast Asian markets, including Brunei, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

The partnership aims to leverage the global popularity of basketball to expand IM8’s international footprint, targeting a potential audience of 660 million people. The collaboration will include joint advertising campaigns, fan experiences, and a featured activation at NBA House scheduled for 2027.

Launched in late 2024, IM8 is part of Prenetics Global Limited, a Nasdaq-listed health sciences company. The brand’s flagship product is Daily Ultimate Essentials, a powder supplement designed to consolidate various nutrients into a single daily serving. IM8 was co-founded by Beckham and Danny Yeung, the CEO of Prenetics.