David Beckham is taking his health brand to the hardwood. The NBA has named IM8 its Official Nutrition Partner in Australia and eight Southeast Asian markets under a multiyear deal.

IM8’s athlete roster includes Giannis Antetokounmpo, while Hall of Famer Chris Bosh joined the announcement. The brand says the deal opens the door to about 660 million people across Australia and Southeast Asia.

NBA Names IM8 Official Nutrition Partner in Australia and Southeast Asia

IM8 co-founders David Beckham and Danny Yeung announced the deal alongside NBA Asia executives at an event at Upper House in Hong Kong. Two-time NBA champion and Naismith Basketball Hall of Fame member Chris Bosh also attended.

The markets covered are Australia, Brunei, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. IM8 will run NBA-themed marketing campaigns and fan engagement initiatives across all nine.

In 2027, IM8 will host an activation at NBA House, one of the league’s signature events. Fans can experience the brand firsthand there.

Giannis Antetokounmpo and IM8 Tap Growing Wellness Demand

IM8 is owned by Prenetics Global Limited (NASDAQ: PRE) and co-founded by Beckham. Antetokounmpo, a two-time Kia NBA Most Valuable Player and 2021 NBA champion, is among its athlete ambassadors.

Danny Yeung, CEO of Prenetics and co-founder of IM8, said the partnership pairs “large, basketball-loving communities with a growing demand for premium health and wellness.” He described the NBA as the region’s most powerful sports brand.

Antetokounmpo, who grew up in Athens dreaming of the NBA, said bringing IM8 to fans across Australia and Southeast Asia means a lot to him. He added that taking care of your body helps you show up at your best every day.

NBA Head of Southeast Asia and Asia Marketing Sheila Rasu said the deal reflects the league’s commitment to promoting healthy lifestyles in the communities where it operates. Both sides plan new experiences for NBA fans and IM8 consumers.