FC Barcelona is set to change its drink sponsor from Gatorade to Prime, according to reports from Mundo Deportivo. The contract with Gatorade, one of the world’s most popular sports beverages, is due to expire on June 30.
Prime, an energy drink brand started by YouTube personalities Logan Paul and KSI, has been making waves in the industry. The duo, who were once boxing opponents, launched the product in 2022 and have since seen immense success, particularly in the US and UK.
The decision to switch to Prime is part of Barcelona’s strategy to tap into a younger fan base around the world. The club is likely to use the drink on their preseason tour of the US beginning on July 22.
This partnership is a significant achievement for Prime, which already has deals with Premier League giants Arsenal and the Ultimate Fighting Championship (UFC). However, the length of the contract Prime will have with Barcelona is yet to be disclosed.
The move comes as Barcelona’s president Joan Laporta and his board seek a change of partner. Prime will be seen on the sidelines at the Montjuic Stadium while Camp Nou is being renovated and also in the locker room and at press conferences.
The deal with Prime is expected to bring greater exposure to Barcelona, leveraging the global popularity of Logan Paul and KSI. The club is also set to embark on a pre-season tour in the United States this summer, where potential commercial initiatives are plausible.