German market PRIME’d for launch with Bayern deal

August 11 – FC Bayern Munich have signed a multi-year partnership with PRIME Hydration that will make the young brand their official isotonic partners.

The sports drink company, founded in 2022, adds the 33-time German champions to its roster of sports partnerships which includes Arsenal and FC Barcelona alongside the UFC.

PRIME Hydration sold be exclusively at the Allianz Arena on match days, though the company have said they intend to expand retail operations in the German market later in the year as well as launch FC Bayern X PRIME limited-edition bottles.

The global deal was notably completed by FC Bayern Munich’s international office in New York.

PRIME Hydration was co-founded by YouTube sensations KSI and Logan Paul. The drink, which is only available in UK and US stores, frequently sells out immediately after restocking.

The in-demand PRIME drink is currently only available in select regions, with the bottles still yet to land in German stores. As of August 2023, the drink is only available in KSI’s native UK and Logan Paul’s native USA.

Due to its popularity, PRIME has impressed in the global market, pressuring long-term brand competitors for market share in the isotonic category to see a 3.2 percent market-share in just over 12 months of operation.

The partnership only applies to PRIME Hydration and not PRIME energy, which has been subject to controversy due to its high caffeine levels.

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

Prime Hydration drinks will available from the first home match of FC Bayern’s Bundesliga season, which begins against Augsburg on August 27th.

“The growth of PRIME Hydration since its inception is remarkable,” said Managing Director of the Americas, Dee Kundra.  “FC Bayern has committed to having an global presence through its international offices. This alliance with PRIME highlights the importance of this strategy and its continued success.”

Contact the writer of this story, Harry Ewing, at moc.l1701540577labto1701540577ofdlr1701540577owedi1701540577sni@o1701540577fni1701540577