Nexba signs up Aussie cricket captain Pat Cummins, spins off new group brand

Nexba signs up Aussie cricket captain Pat Cummins, spins off new group brand

Australian cricket captain Pat Cummins is taking a leaf out of tennis star Nick Kyrgios' business playbook to acquire a stake in a sugar-free soft drink company, which is in the midst of a $7.75 million Series B capital raising in partnership with digital platform VentureCrowd.

Much like Kyrgios has put his backing behind ‘no sugar’ probiotic soft drink ALIVE from Gen U Brands, Cummins has secured a shareholding in Nexba and its new affiliated parent company Goodness Group Global, and will be a brand ambassador for both.

Cummins' relationship with Nexba and Goodness Group Global adds to his growing portfolio of off-field business interests which he is looking to grow for his eventual life after cricket.

As one of the most formidable bowlers in the world, Pat Cummins is currently in England for the Ashes Test series against England where Australia leads the best of five series 2-1.

The cricketer says he is delighted to be associated with an organisation that champions good health and wellness.

"Good health and wellbeing have always been an important part of my life. Partnering with Nexba and Goodness Group Global allows me to extend that passion and make a real impact in the lives of people by promoting healthier alternatives to sugary & artificially sweetened drinks," says the cricket star, whose stake in the two companies is undisclosed.

"Nexba and Goodness Group Global share my vision of creating positive change, and I'm excited to be part of a team that is dedicated to removing sugar and artificial ingredients from consumption.

"As an athlete, I understand the importance of fueling our bodies with nutritious and all natural foods. With Nexba and Goodness Group Global, we're not only offering drinks that taste good but also contributing to our overall well-being. It's an incredible opportunity to be part of this movement and to inspire others to make healthier choices."

Following a $2 million preference note campaign via VentureCrowd late last year that was done in tandem with a Series B, Nexba has undergone a restructure that led to the relaunch of its Series B on the same terms but directly into the newly created Goodness Group Global - an entity that will retain Nexba as its hero brand while additionally developing new ones.

Nexba and Goodness Group Global co-founder and joint CEO Troy Douglas said the company was thrilled to be partnering with Cummins, whose values align with the group.

"We’re excited to have Pat join the team as we expand from Nexba to Goodness Group Global and make ‘better-for-you’ brands available to more people, in Australia and globally," he says.

"Pat is someone who embodies health and wellness and is passionate about making an impact. We know that Pat only aligns with organisations that he authentically believes in because he genuinely cares about his community, so we could not be more proud to announce this partnership.

"Together, we will accelerate our ‘do good’ mission by helping as many people as possible have great tasting choices to reduce their sugar and artificial ingredient consumption with brands like Nexba."

Goodness Group Global’s $7.75 million Series B capital raise in partnership with VentureCrowd is open, and the company has raised circa $3.5 million to date at the $1.28 per ordinary share price. 

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