Just before Harry Kane joined Bayern MunichprimeAn unprecedented agreement has been reached with Bundesliga giants FC Bayern.
And whereasprimeAfter the announcement by founder Logan Paul and UK's KSI, FC Bayern's chief marketing officer believes the move will help them "attract new audiences".
Despite health issues and bans in Canada and New Zealand, sales of this high-caffeine product continue to grow. To date, the brand has earned more than £200 million from sales, with football endorsements playing a major role in its success.
Arsenal FC was the first last year to play withprimeThe big club with which the drink cooperates, it was Barcelona this summer, and now top players such as Erling Haaland and Alyssa Lehmann have joined the ranks.
InprimeDrinks and football clubs explore the New Century when fans establish a connection with it, and it successfully started withlucozade(Grape suitable) andgatorade(Gatorade) and other brands compete.
Ben Pepi, a business expert at JMW law firm, told the Daily Mirror: "Arsenal, Barcelona and Bayern Munich will understand the appeal of influencers KSI and Logan Paul to young fans, and they will see this as a new way to connect with fans, but also for themprimeProvide a global platform to increase brand awareness. ”
primeThe success of the son has largely solved a problem that has plagued football owners:How to attractGeneration ZYoung people。Executives often complain that children lose interest in football because of short attention spans, rather than because of the high cost of tickets and TV subscriptions.
primeFounded only last year, the drink has a gorgeous packaging and a unique taste, and in terms of formula, this drink has 10% coconut water, 2 grams of sugar, 25 calories, 250 mg of BCAAS (milligrams of electrolytes for muscle growth), as well as vitamins and antioxidants. But the rate of growth is unsightly.
In the first few months, sales were banned and starvation marketing tactics were madeprimeIt has worked a miracle that even empty bottles can be resold online as ** of fine wine. Last year, on eBay, its ** was once speculated to sky-high prices, and on Facebook, it can be seen that an empty bottle of Prime costs 20 Australian dollars.
From the very beginning,primeThe main audience is the teenage boys who follow KSI and Paul on social media.
Pepi continued: "They are founders, not just brand ambassadors. A clever marketing plan that includes scarcity and'Limited edition'Strategy, helpprimeThe drink was an instant success. ”
In the football market that is looking forward to change, especially the Premier League，primeAlso in a good position.
With plans to ban gambling companies on jerseys from 2026, this will open up a lot of opportunities. WhileprimeThe mission has always been clear: to compete with Gatorade and Grape in the crowded energy drink market.
Many football clubs are becoming more and more aware of which brands to work with, especially after fans have expressed strong opposition to the rise and fall of cryptocurrencies.
"Supporters are more socially conscious, and people are now looking to use existing resources to align with brands and businesses that align not only with the club's values, but also with the values of their communities," he saidPepi said.
Pepi further pointed out that the club had better do its homework and protect its image from negative publicity. If things go wrong, they should also have a quick exit strategy in their contract and work together to promote shared values and ethics.
On the other hand, fans understand that clubs need to increase their revenues due to the Financial Fair Play (FFP) rules, and business partners are essential for this. However, they do not sacrifice their ethical, moral, and cultural beliefs in order to make money.
Pepi added: "There is a sense of social responsibility among the fan base, which has led to a rapid growth in the sponsorship landscape, with fan sentiment more influential than ever. ”
The cultural influence of influencers KSI and Logan Paul is undeniable. Bayern's press release confirmsprime"Pressure has been put on long-term brand competitors in the assimilation category, which have gained 32% market share. ”
It sounds like corporate jargon, but it's a testament to the success of the drink and why football, like its Gen Z fans, are keen to join the bandwagon.