Italian soccer giants Juventus have announced a partnership with energy drink brand Prime, co-founded by internet personalities-turned-boxers KSI and Logan Paul.
The deal makes Prime Juventus’ official sports drink.
As part of the agreement, Prime will supply Juventus players with drinks and collaborate with the club on creating fan experiences and exclusive content.
The Serie A outfit becomes the latest major European club to partner with Prime, joining the likes of Arsenal, Benfica, Barcelona, and Bayern Munich.
Outside of soccer, meanwhile, the brand also has deals with the World Wrestling Entertainment promotion, as well as NBA basketball franchise the Los Angeles Lakers.
Meanwhile, AC Milan and Austrian crypto company Bitpanda have announced a new long-term partnership.
The deal makes the firm a premium partner and the official crypto trading partner of the club.
The tie-up, which will debut on the first Serie A matchday this weekend when Milan face Torino, will consist of Bitpanda branding being present at the San Siro stadium, as well as the creation of content and fan experiences for its users, which will include VIP access to AC Milan matches and events.
BitPanda has had similar deals with Bayern Munich, the Italian Rugby Federation (FIR), tennis’ Madrid Open, and the World Padel Tour (WPT).
Elsewhere, Napoli have renewed a deal with P1 Travel, the sports and entertainment travel packages firm, and announced a new tie-up with the Sandbox, a decentralized gaming platform and subsidiary of Animoca Brands.
The extension with P1 Travel will allow Napoli fans worldwide to buy exclusive travel packages to attend the club’s home matches.
The deal, which debuts at Napoli’s first home match of the season against Bologna, makes P1 Travel Napoli’s official sports experience partner.
Through the metaverse partnership with the Sandbox, the club will launch its first series of virtual pop-ups in the Napoli official metaverse store on the platform.
The partnership will begin during Coppa Italia, the annual domestic cup of Italian football, and continue throughout the season.
Additionally, throughout the 2024-2025 season, the Sandbox branding will be featured at Napoli home matches across screens on and around the pitch.
Napoli has announced several commercial deals in recent weeks, announcing an exclusive multi-year partnership with EA Sports, naming Enel as its new global energy partner and Coca-Cola as global training kit partner.
