IM8 Becomes the NBA's Official Nutrition Partner From Sydney to Hanoi
David Beckham's supplement brand just locked up a multiyear deal with the league across Australia and eight Southeast Asian markets, betting a 660-million-person audience wants its vitamins with a side of basketball.
Beckham and Prenetics CEO Danny Yeung flew to Hong Kong this week to announce that IM8, the supplement brand Beckham co-founded, is now the NBA's Official Nutrition Partner across Australia, Brunei, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The multiyear deal covers NBA-themed marketing campaigns and fan engagement across all nine markets, plus an activation at an NBA House event in 2027. Yeung put the potential reach at roughly 660 million people, which is a lot of people to sell a 90-ingredient powder sachet to.
The announcement doubled as an ambassador showcase: two-time NBA MVP Giannis Antetokounmpo, who is both an IM8 investor and spokesperson, said taking care of your body is what lets you be your best every day. NBA Head of Southeast Asia and Asia Marketing Sheila Rasu called it a shared commitment to "the importance of a healthy lifestyle," which is the kind of phrase that sounds exactly like what it is: a press release.
IM8 launched less than two years ago and already counts Aryna Sabalenka, Ollie Bearman, and Inter Miami CF among its partners, on top of $1 billion in non-dilutive financing it pulled in from General Catalyst back in July. Betting on basketball to sell supplements in Southeast Asia is either very smart or very expensive. IM8 is betting it's the former.
Source: Athletech News
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
