Social media influencer Logan Paul recently stunned his business associate KSI, a dedicated Arsenal FC fan, by revealing that their sports drink brand, Prime, is set to take over from Gatorade as FC Barcelona’s new hydration sponsor.
A video shared by Paul, 28, depicts a dramatically staged unveiling of the Barcelona crest, symbolizing the new partnership, much to the chagrin of KSI, who believed Arsenal was already on board.
Chiming in on the controversy, Paul retorted, “Yeah, we do have Arsenal, but they got second. FC Barcelona got first. And quite frankly, JJ, we need winners. We need champions. We need people who win.”
Prime, the increasingly popular sports drink co-founded by Paul and KSI in 2022, is set to serve as Barcelona’s “Official Hydration Partner” over the next three seasons. This partnership forms part of Barcelona’s ongoing strategic push to augment its global network of partners, previously bolstered by a partnership with PepsiCo’s Gatorade.
Barcelona Joins the Prime Movement
Following the announcement of Prime as Arsenal’s partner in the summer of 2022, a development KSI hailed as “a dream come true,” the globally renowned FC Barcelona is now joining the ranks of Prime endorsers. The La Liga champions released a statement expressing their pride in associating with the rapidly growing beverage brand, particularly cherished by younger demographics.
In a testament to the brand’s meteoric rise in popularity, Prime often sparks long queues of expectant customers waiting overnight outside supermarkets to secure a bottle. Recently crowned as the “official sports drink of the UFC,” Prime continues to broaden its visibility in the sports world.
The unexpected partnership announcement with FC Barcelona comes hot on the heels of an orchestrated publicity stunt that saw Paul and KSI hastily exit the stage during a promotional event. Given their penchant for drama, some have raised doubts about the authenticity of the Barcelona partnership announcement. Nevertheless, the implications for the club and the Prime brand could be significant.
