Barcelona have announced a new ‘strategic deal’ with KSI and Logan Paul’s drinks brand PRIME.
The isotonic sports drink is set to become the club’s ‘official hydration partner’ for the next three seasons as the club looks to ‘expand its global network of partners’ having previously been partnered with PepsiCo company Gatorade.
Founded in 2022 by the two former rivals, the pair have seemingly set aside their differences and come together to create what has become one of the most talked about brands in the world.
PRIME has also partnered with other big names in the footballing world, including Arsenal, who announced a joint-venture with PRIME in the summer of 2022, with Gunners fan KSI calling the deal ‘a dream come true.’
The drinks company has particularly resonated with younger audiences and fans of the YouTube sensations having previously queued outside supermarkets overnight in a bid to get their hands on a bottle.
Barcelona have signed a three-year deal with KSI (left) and Logan Paul’s (right) drinks brand PRIME
The announcement was made today on the clubs Twitter feed, with the LaLiga champions tweeting ‘PRIME Barca’
The drinks brand was conceived by the former rivals in 2022, with it since going on to becoming one of the most popular brands in the world
In a statement today, the LaLiga champions announced the partnership, claiming they were ‘proud’ to join up with the drinks brand produced by the YouTube stars.
The statement read: ‘The US company’s hydration products will be visible during games -in the bench area- and training sessions involving the men’s, women’s and youth football teams. PRIME will also take a privileged place in these teams’ dressing rooms and will also feature in the Palau Blaugrana.
‘The company was founded in 2022 by Logan Paul, a professional WWE wrestler, actor and influencer from the United States, and KSI, a rapper, boxer and YouTuber from the UK.
‘Since then, their drinks have never stopped expanding throughout the US, UK and Europe and have quickly emerged as one of the brands with the greatest potential in this sector.’
It added: ‘FC Barcelona is thus expanding its global network of partners and is continuing its pursuit of excellence in the commercial realm as with one of the most attractive sports brands in the world for all kinds of international brands.’
Barcelona enjoyed a successful season under Xavi, who clinched the LaLiga title this season, having been in charge for just 18 months at the Spanish club.
Speaking on the deal, the club’s vice president of marketing, Juli Guiu, said: ‘We are very proud to sign this sponsorship agreement with PRIME, a brand with major international projection and which is the result of the passion and dedication of its promoters, Logan Paul and KSI.
‘This is also a strategic deal for the Club that will help to connect with younger audiences around the world, who are big fans of an innovative product that encourages rehydration and means people can enjoy doing sport even more.’
Prime became an official drinks partner for Arsenal last summer, with KSI, a Gunners fan, calling the deal a ‘dream come true’
Earlier this week, the duo were forced off-stage as fans threw bottles of the energy drink at them during their promotional tour of Copenhagen
PRIME was also recently named as the ‘official sports drink of the UFC’ with the pair unveiling the joint-venture with the fight sports brand on Instagram, with Paul posing with a cardboard cut-out of KSI next to UFC president Dana White.
The announcement comes as KSI and Paul were forced off-stage earlier this week at a promotional event in Copenhagen.
Security were forced to step in as fans threw bottles of PRIME at the co-owners, who, following the large success of the drinks brand, were in the middle of a tour across Europe.
While security rushed to the aid of the duo, they appeared to take it in good spirits, smiling and joking with fans on Twitter afterwards.
Security quickly came to their help as the pair rushed for cover after being pelted by their own energy drink
And on their new deal with Barcelona, the pair also admitted their pride to be working alongside the iconic football club.
‘We could not be more proud and excited to serve as the newest Official Hydration Partner with one of the most iconic teams in any sport, FC Barcelona,’ they said in a joint statement.
‘Whether it’s a mid-game refuel or post-training recovery, we can’t wait for the FC Barcelona family to level up with PRIME.
‘Thank you to the incredible team at FC Barcelona for all our work together so far, and we look forward to supporting each and every Barca player in their pursuit of excellence, while inspiring the next generation to play and enjoy PRIME.’
Source: Daily Mail Online