Portuguese soccer giants Benfica are the latest sports property to announce a partnership with energy drink brand Prime, co-founded by internet personalities-turned-boxers KSI and Logan Paul.

The deal makes Prime the club's official hydration partner until 2027, with the drink brand set to have a presence at Benfica’s stadium, the Estádio da Luz. Its branding will be integrated into several communication platforms, with the aim of achieving broad exposure during all Benfica home matches.

The partnership also entails Prime supplying its drinks to Benfica’s first team during training and matches.

Miguel Bento, Benfica’s commercial and marketing director, has said: "This partnership with Prime not only reflects our commitment to high performance and innovation but also recognizes Prime's impressive digital footprint.

“Its strong presence on social media and popularity among young audiences perfectly complement our digital engagement strategy and global strengthening of the Benfica brand."

Prime already has several major soccer sponsorship deals, including with the likes of European soccer giants Arsenal, Barcelona, and Bayern Munich.

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Outside of soccer, meanwhile, the brand also agreed a global partnership with the World Wrestling Entertainment promotion, as well as National Basketball Association franchise the Los Angeles Lakers.