Prime, sports drinks brand took a nose dive here at home however internationally the brand is doing quite well. German football side Borussia Dortmund is the latest team to partner with Prime.
As part of the partnership deal, Prime named Dortmund’s official hydration partner. The agreement aims to boost the club’s brand in the US and Prime’s status in the German market.
“BVB is very excited and proud that two ambitious brands have joined forces,” said Carsten Cramer, Borussia Dortmund’s chief marketing officer. “Prime is an upcoming brand with popular products, especially for younger people – a significant target audience for BVB to manifest its continuous growth.
“Therefore, we’re convinced that both brands will benefit tremendously through this partnership. BVB on the one hand will help Prime to conquer the German market and beyond whereas Prime will further elevate BVB’s brand especially in the US, its home market.”
Prime was founded by YouTubers JJ ‘KSI’ Olatunji and Logan Paul, and has generated US$250 million in retail sales in its first year. The brand already has partnerships with Dortmund’s Bundesliga rivals Bayern Munich, as well as European heavyweights Arsenal and Barcelona. Prime’s soccer athlete roster includes Erling Haaland and Alisha Lehmann.
