German top flight football team Borussia Dortmund (BVB) has announced a partnership with influencer-created energy drink brand PRIME Hydration.

BVB has become the latest sports organisation to partner with the energy drink company, which continues on its path of ‘disrupting the norm’ as it follows on from its latest partnership with Erling Haaland, Manchester City’s star striker.

Carsten Cramer, Chief Marketing Officer, BVB says: “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. 

“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.”

A driving force behind the Haaland deal was exposure, with the Norwegian having accounted for around 94% of all league bets by December 2022, a few months after the deal was announced in August 2023.

The same can be said for the agreement with BVB, with the German-based team averaging the highest attendance in world football, reporting an attendance of 81,132 for the 2022/23. A figure that has only just been overtaken by Barcelona in 2023, another of PRIME’s partners.

Creating brand partnerships with Europe’s top football club has been a successful strategy so far. Since its inception, the brand has garnered immense popularity, amassing a substantial following and achieving $250m in retail sales within its inaugural year.

Reflecting on this collaboration, PRIME Co-Founders KSI and Logan Paul expressed their excitement, stating, “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.”

Previous articleBOXXER’s Ben Shalom: Finding the right partners for boxing’s global growth
Next articleBLAST’s debut Six Invitational 2024 sets record numbers