Arsenal's partnership with Logan Paul: What does it involve and why are they working with the YouTuber?

Arsenal have announced a partnership with Logan Paul and his hydration drink company called PRIME, with the Gunners having ended their search for an official hydration partner.

Energy and sports drinks have long had a prominent place in the world of sports, and PRIME, which Logan runs with KSI, is just the latest to crack the Premier League market.

KSI, a known fan of the North London club, will be particularly pleased to see his product on sale at the Emirates Stadium, with Arsenal announcing the drink will be on sale to supporters throughout home matches in the 2022/23 season.

"Honestly, I can't believe it, this is a childhood dream of mine," KSI told Arsenal.com

"From watching Arsenal tear up the Premier League in the early 2000s to now being associated with Arsenal officially with PRIME, it's a dream come true.

"I'm still pinching myself, this is a huge moment and I'm so glad it's with the team I support."

Why are Arsenal partnering with Logan Paul and KSI?

Arsenal have a strained relationship with their fanbase over the last decade as the club struggled to finance the playing side of the club due to massive stadium repayment plans.

With the club appearing to be moving in a more professional direction, they are looking to win back a lot of North London's youth, who found themselves alienated by the initial move to the Emirates and the ticket prices when compared to Highbury.

YouTube stars are exceedingly popular amongst the youth demographic, and there likely won't be a more popular hydration drink than PRIME drank amongst seven-year-olds to 14-year-olds in the next year, solely due to the link with Paul and KSI.

"We're always looking to join forces with new, exciting and forward-thinking brands," Arsenal's Chief Commercial Officer, Juliet Slot, added.

"PRIME falls comfortably into that category, with a product and founders at the forefront of modern culture."

What PRIME flavours are available?

PRIME comes with a range of flavours that are intended to fuel any lifestyle. This includes orange, grape, ice pop, blue raspberry, lemon lime and a tropical bunch.

Across all variations PRIME has a coconut water base and it is said to aid muscle recovery by boosting BCAA.