Italian football club Juventus have announced a new partnership with hydration drinks brand PRIME. PRIME will join the football club as their Official Sports Drink. PRIME will provide the Juventus players with ‘advanced hydration solutions designed to optimize their performance on and off the field.’

They will also work together on various fan engagement activities, creating unique experiences and content, and bringing together the world of football and hydration. 

Francesco Calvo, Juventus Managing Director Revenue & Institutional Relations, said,

“Juventus is extremely proud to build this collaboration with Prime which is further evidence of the attractiveness of Juventus to the younger generation. Together, we look forward to providing all football fans with amazing activations and content that will support Prime in strengthening its brand worldwide and reach new markets.”

Logan Paul and KSI, co-founders, PRIME, added,

“PRIME has come so far over the last few years and we are constantly working to become better and better with every partnership. We couldn’t be more thankful to Juventus for joining us in our quest to become the number one source of fuel and hydration for athletes of all levels. We look forward to cheering them on for many seasons to come.”