How KSI and Logan Paul’s PRIME became a ‘£8billion’ brand and ‘took over’ the sports world after latest deal with Borussia Dortmund announced

Borussia Dortmund have become the latest side to announce a partnership with PRIME, the hydration drink founded by YouTube stars KSI and Logan Paul.

The club announced the partnership in a video which sees English trio Jadon Sancho, Ian Maatsen and Jamie Bynoe-Gittens show off the energy drink. 

Launched in January 2022, PRIME has quickly become one of the world’s most popular drinks, with fans in some areas even queueing outside supermarkets overnight in the early days of the company, in a bid to get their hand on a bottle.

In the world of football, Arsenal, Bayern Munich and Barcelona have partnerships with PRIME.

Borussia Dortmund are the latest club to announce a partnership with  PRIME, the hydration drink founded by YouTube stars KSI and Logan Paul

Dortmund’s rivals Bayern Munich (pictured), Arsenal and Barcelona have also linked up with the social media superstars’ drink brand

Erling Haaland (left) and Patrick Mahomes are among the biggest sporting superstars to have also linked up with PRIME

Manchester City striker Erling Haaland, NFL superstar and Kansas City Chiefs star Patrick Mahomes and Aston Villa Women’s Alisha Lehmann have become faces of the brand.

The brand’s relationship with the UFC is particularly noteworthy, with the PRIME logo often seen on the Octagon canvas, while Israel Adesanya and Alex Volkanovski also have ties to PRIME.

The LA Dodgers are among the biggest sporting partners in the United States, while NHL Maple Leafs’ star Auston Matthews represents another high-profile athletes in PRIME’s portfolio across the pond.  

Essentially Sports reports that Paul and KSI’s PRIME Hydration company is worth £8bn. 

Dexerto meanwhile reported this month that PRIME were ahead of Gatorade at the top of Walmart’s sales for the most sold sports and hydration beverage over the previous month. 

KSI in response to a tweet about the news, wrote: ‘This is actually huge. It’s been just over 2 years since Prime launched and we’re already beating GATORADE LMAO. Life is crazy.’

A big part of their success comes from KSI and Logan Paul’s social media following, with a combined 47.5million followers on YouTube – where they both made their name – and 40m on Instagram.

They are particularly popular among a younger demographic, which is what Dortmund pointed out as a reason for their link-up with the brand.

Popular women’s football star Alisha Lehmann has also partnered up with PRIME

KSI and Paul’s drink brand – formed in January 2022 is now reportedly worth around £8bn

Carsten Cramer, chief marketing officer for Dortmund said: ‘Borussia Dortmund 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.’