IM8 becomes NBA nutrition partner in Australia and Southeast Asia

The NBA announced a multi-year partnership naming IM8 the official nutrition partner in Australia and eight markets across Southeast Asia, foxbusiness.com reported. Prenetics Global Limited, a health services company, operates IM8 as a wholly owned subsidiary. Soccer star David Beckham co-founded the brand, which has also secured endorsements from Miami Heat player Giannis Antetokounmpo. Over 50 million servings of the brand have been delivered to date, making it the fastest-growing premium supplement brand ever recorded.

Beckham, co-founder Danny Yeung, and two-time NBA champion Chris Bosh attended the announcement in Hong Kong. The collaboration extends across Indonesia, Malaysia, Singapore, and the Philippines, positioning the supplement brand within elite sports markets. Yeung noted his journey to this point by stating that he came from nothing, adding that he is an immigrant kid going to the U.S. from nothing and someone that dropped out of high school at age 15 and my first job was a telemarketer – it’s been a dream.

Expanding Into Southeast Asia And Australia

The NBA agreement covers Australia alongside eight Southeast Asian territories. Prenetics CEO Danny Yeung stated that the league vetted the company’s ingredients and certifications prior to finalizing the deal.

IM8 features a flagship supplement titled Daily Ultimate Essentials. The product combines 90 ingredients into a single sachet designed to replace multiple daily supplements. The formula holds NSF Certified for Sport status and is free from common allergens and artificial additives. Yeung explained that the formula contains 90 ingredients clinically dosed, noting that the product is engineered to replace 16 different supplements in one drink while remaining non-GMO, vegan, and free from artificial flavors, colors, or sweeteners.

Building A Global Ambassador Network

The brand has signed multiple high-profile athletes and public figures. Tennis player Aryna Sabalenka joined the roster after using the products during the U.S. Open tournament. Formula 1 driver Ollie Bearman, actress Lily Collins, and podcaster Jay Shetty also maintain partnerships with the company.

Yeung noted that Beckham joined as a co-founder rather than a traditional endorser when the company experienced a lower market capitalization. Prenetics reported a valuation recovery to nearly half a billion dollars over an 18-month period.

Upcoming Product Additions And Market Projections

IM8 plans to enter the hydration category, competing with established market alternatives. The company also scheduled a product launch for dietary gummies in the first half of 2027.

The brand distributes its subscriptions globally while continuing its regional expansion alongside athletic partnerships. No additional financial terms of the NBA agreement were disclosed.