One day before Harry Kane arrived at Bayern Munich another 30-year-old Londoner, with a bigger online following than the England captain, was sealing a different type of deal with the Bundesliga giants.
Arsenal were the first big club that Prime partnered with in July of last year, Barcelona joined up earlier this summer and now big-name players such as Erling Haaland and Alisha Lehmann are coming on board. A large slice of Prime’s success is zoned in on an issue football chiefs have long been worried about: engaging young people. Executives, without much substance, have complained of kids turning away from the sport because they have waning attention spans .
Its bright, garish packaging and similarly fluorescent flavours, unpalatable to most adults, have had a magnetic effect. So too the bans and strategy of making it rather hard to buy in its early months, to such an extent it was being resold online for the price of a bottle of good wine. And Prime’s raison d’etre has been clear: to challenge the likes of Gatorade and Lucozade in the saturated energy drinks market.