Juve partner with Prime in push for youth demographic

August 20 – Serie A’s Juventus have partnered with hydration beverage company Prime, co-founded by YouTube stars Logan Paul and KSI, which will see it become the club’s official sports drink.

The aim is to leverage the global influence of both brands to craft campaigns and engage a broader audience, with a particular focus on attracting younger consumers.

The precise value and length of the deal remains undisclosed, but the brand’s previous deals have all been on a three-year contract.