New hydration drink endorsed by top football club
Despite the high-profile sponsorship deal, the sports energy drink targets the general public to “fuel any lifestyle” rather than simply sports enthusiasts and elite athletes
Founded by social media influencers, Logan Paul and KSI and developed by Congo brands, the drink aims to “fill the void where great taste meets function” and compete with major brands on taste and hydration.
Stocks sold out within hours on the official Prime website when it launched in the US earlier this year and within minutes when released in UK stores. Availability is also low on the official UK website.
Drinks contain added nutritional benefits, including 250mg of branch-chain amino acids (BCAA), antioxidants, and 830mg of electrolytes, to aid muscle recovery, and come in a variety of ‘fruity’ flavours.
Hydration mechanism
According to the British Dietetic Association, adults need to drink around 1.5 to two litres of fluid every day and adequate intake is particularly critical during periods of intense activity.
The loss of as little as 2% of bodyweight as water may impair performance, therefore official recommendations advise consumption of 1.2-1.5 litres of fluid for each kilogram of body weight lost - with sodium included in fluids consumed after physical activity which lasts for more than 1-2 hours.2
Hydration drinks help replenish water, lost minerals (such as sodium, chloride, potassium, magnesium, and calcium) and BCAA’s, like leucine, isoleucine, and valine that have an anabolic effect to promote muscle building and prevent the breakdown of muscle mass during and after exercise.
Popular sponsorships
Prime Hydration partnered with NASCAR team Xfinityrace in May this year, as official sponsor at the Charlotte Motor Speedway race, where Tommy Hill drove the race in a blue-raspberry Prime themed car.
The mutual benefits of sponsorship deals for hydration brands, elite athletes, and major sporting events have resulted in increasing collaborations.
Lucozade Sport teamed up with Rangers Football Club Men’s and Women’s first teams in 2020 and partnered with Swansea City across the 2021-22 season to support the first team, academy, and Ladies team.
iPro Hydrate was the official hydration partner at England Golf competitions in 2020 and signed a three-year partnership with Dundee United in September last year, while Kingsley Beverages (Isorade Sports Drink) has been named official hydration sponsor of the Rugby World Cup Sevens in Cape Town next month.
Meanwhile, in the US, the National Hockey League (NHL) signed a multi-year partnership deal with sports drink brand BioSteel last month, which designates the brand as the official hydration partner of the league and Players Association (NHLPA).
Product details
Prime Hydration Drink is 10% coconut juice, and both gluten and caffeine free. Ingredients include dipotassium phosphate, magnesium citrate, vitamin A, zinc, and B6 and 12 vitamins.
The UK launch coincided with a new flavour release, Ice Pop, but drinks are also available in blue raspberry, tropical punch, lemon lime, grape, and orange.
As part of the Arsenal sponsorship deal, drinks are available to supporters all home match days at the Emirates Stadium.
