FC Bayern Munich net PRIME as isotonic partner in multi-year pact

During the initial stage of the association, PRIME Hydration will be sold exclusively during Bayern Munich's match days at the Allianz Arena.

The Bundesliga club, FC Bayern Munich have inked a multi-year sponsorship deal with the sports drink brand created by Logan Paul and KSI, PRIME.

The 33-time German champions will have PRIME’s core product, Hydration, a substitute for sports drinks, as their official isotonic partner.

During the initial stage of the association, PRIME Hydration will be sold exclusively on match days at the Allianz Arena. Later in the year, PRIME, which was founded by the two YouTube stars in 2022, intends to offer FC Bayern X PRIME limited-edition bottles and increase retail operations in the German market.

FC Bayern executive board member Andreas Jung, said, “FC Bayern is delighted to partner with PRIME and bring the company to the German market. This partnership with a young, dynamic brand confirms our global growth and aims to reach a new audience for FC Bayern.”

PRIME Co-Founders, Logan Paul and KSI, said, “It has been truly special to watch PRIME grow so exponentially over the last year, but growth doesn’t happen without partners like FC Bayern Munich. We are so excited to work with such an established and successful group of individuals and we look forward to hydrating all parts of this star club.”

In less than a year of operation, PRIME has outperformed its long-standing brand rivals in the isotonic category, taking up 3.2 percent of the market. In recent times, PRIME has also developed agreements with FC Barcelona and Arsenal FC.

Along with PRIME, FC Bayern Munich have also inked an association with Adyen and extended deals with URSAPHARM and Allianz.

The defending Bundesliga champions are set to take on RB Leipzig in the DFL Super Cup final on August 13 at 12:15 AM IST before commencing their 2023–24 Bundesliga season against Werder Bremen on August 19.

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