Borussia Dortmund confirm PRIME hydration as the club’s official hydration partner in a bid to improve the club’s standing in North America.
Since its inception in 2022, PRIME Hydration is a sports drink alternative that has disrupted norms and completely blown up into the mainstream. Led by popular influencers KSI and Logan Paul, the brand has huge appeal in the US and now are expanding abroad.
In football, PRIME currently has deals with the biggest clubs in the world including Barcelona, Arsenal and Bayern Munich with a clear indication that PRIME are solely focused on attracting European consumers.
On social media, Dortmund’s fan base comprises more than 53 million people and the club have the highest average stadium attendance in world football. PRIME’s innovative hydration solutions and brand will be exposed worldwide to football fans.
Carsten Cramer, Chief Marketing Officer of BVB explained the move to target that huge US market through PRIME.
“BVB is very excited and proud that two ambitious brands have joined forces. PRIME is an upcoming brand with popular products, especially for younger people – a significant target audience for BVB to manifest its continuous growth,” Cramer said in a club statement.
“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 co-founders KSI and Logan Paul expressed their excitement on adding another club to their portfolio.
“Witnessing the exponential growth of PRIME has been truly remarkable, and none of it would be possible without visionary partners like Borussia Dortmund. We are thrilled to align with such a prestigious and successful sports club, and we eagerly anticipate creating unforgettable moments with the club and for fans.” they said in a statement.
Borussia Dortmund also recently opened a New York office to further boost the brand’s presence in the North American continent.
This move isn’t as straightforward as other big leagues have made expansion look because of the German football fan culture.
Dortmund chief executive Hans-Joachim Watzke suggested that despite the German football fans’ opposition to outside investors, they wouldn’t be against expansion or new sources of revenue.
This deal with PRIME is a strategic long-term move by Borussia Dortmund to crack into the top clubs in world football on revenue and brand exposure by targeting an underutilised big market in the United States on the eve of a groundbreaking host 2026 World Cup.
