Barcelona have reportedly signed a deal to feature PRIME as the club's new energy drink sponsor for the upcoming season.
The Blaugrana had previously been partnered with PepsiCo-owned sports drink giant Gatorade.
However, the sponsorship deal is due to expire at the end of this month and the club are said to have decided to go in a new direction for the 2023-24 campaign.
According to a report from Spanish publication Mundo Deportivo, PRIME will serve as the La Liga champion's official energy drink sponsor.
Launched in January of 2022, PRIME has quickly become one of the world's most popular drinks, with fans in some areas even queueing outside supermarkets overnight in a bid to get their hands on a bottle.
Headed by former in-ring rivals KSI and Logan Paul, the brand has benefitted significant exposure thanks to their various exploits, including KSI donning a full-size PRIME suit during Paul's match with Seth Rollins at Wrestlemania 39 in April.
The deal with the Catalan giants marks just the latest high-profile partnership the brand has secured during its short tenure.
In July of last year PRIME became Arsenal's 'official hydration drink', with lifelong Gunners fan KSI calling the partnership a 'dream come true.'
PRIME was also recently named as the 'global sports drink' of the UFC, with Logan's brother Jake Paul later publicly questioning whether the revenue generated by the sponsorship would benefit the fighters or just the organisation.
'I'm always happy for my brother's successes, and while I have zero involvement in his drink, I hope UFC will share the revenue it receives with fighters,' the 26-year-old told Bloody Elbow in February.
