August 20 – Serie A’s Juventus have partnered with hydration beverage company Prime, co-founded by YouTube stars Logan Paul and KSI, which will see it become the club’s official sports drink.
The aim is to leverage the global influence of both brands to craft campaigns and engage a broader audience, with a particular focus on attracting younger consumers.
The precise value and length of the deal remains undisclosed, but the brand’s previous deals have all been on a three-year contract.
Prime have partnerships with FC Barcelona, Bayern Munich, Arsenal and Borussia Dortmund.
The reveal was partnered with a series of clips shared across social media, showing the YouTube stars taking on football challenges whilst donning the new Adidas Juventus kit.
“Juventus is extremely proud to build this collaboration with Prime which is further evidence of the attractiveness of Juventus to the younger generation,” said Francesco Calvo, Juventus Managing Director Revenue & Institutional Relations.
“Together, we look forward to providing all football fans with amazing activations and content that will support Prime in strengthening its brand worldwide and reach new markets.”
Prime, already worth over a billion dollars since its creation in 2022, are also armed with a star-studded roster of individual athlete endorsements across a number of sports, headlined by Manchester City’s Erling Haaland alongside the NBA’s Kevin Durant and NFL’s Patrick Mahomes.
“Prime has come so far over the last few years and we are constantly working to become better and better with every partnership,” said Prime co-founders Logan Paul and KSI.
Juventus marked the first match under Thiago Motta with a victory over Serie A newcomers FC Como on Monday night. They face Verona away from home this weekend as the first match fuelled by Prime.
Contact the writer of this story, Harry Ewing, at moc.l1732361915labto1732361915ofdlr1732361915owedi1732361915sni@g1732361915niwe.1732361915yrrah1732361915