Erling Haaland’s recent endorsement deal with PRIME Hydration, co-owned by YouTube personalities KSI and Logan Paul, has ignited a wave of backlash, raising concerns about the product’s health implications.
Mehran Rowshan, Head Coach and Director of Alliance Football Club, expressed his disappointment through an Instagram video. He passionately criticized the deal, shedding light on what he perceives as the product’s inadequacies.
Rowshan highlighted that PRIME hydration may not live up to its promise, pointing out that it contains twice the caffeine content of regular coffee and even surpasses that of the energy drink Red Bull. He further argued that the product’s electrolyte composition falls short of being truly effective for hydration.
The current PRIME Athlethes ✍️✅
⚽️ Erling Haaland
⚔️ Israel Adesanya and Volkanovski
🥊 Bud Crawford
Who should KSI and Logan Paul sponsor next ? 👀 pic.twitter.com/GZ2kYCCUd6
— KSI NEWS (@ksinews_) August 26, 2023
Rowshan did not mince words, asserting, “Another Superstar selling his soul for a commercial product“. He also took a swipe at major football clubs like Arsenal, FC Barcelona, and Bayern Munich for endorsing PRIME Hydration, which he believes may inadvertently encourage young audiences to consume potentially unhealthy beverages.
Criticism directed towards PRIME is not new. Health and nutrition experts have previously expressed reservations about the product, questioning whether its marketing hype overshadows its actual benefits. Personal trainer and BJJ purple belt James Smith succinctly criticized the brand’s understanding of hydration, stating, “They don’t even understand Hydration”.
Despite the ongoing debate, PRIME’s business trajectory continues to be impressive. Logan Paul and KSI disclosed a staggering $45 million in business revenue solely attributed to PRIME in January 2023. This significant financial success underscores the brand’s undeniable prowess in the commercial realm.
While controversy surrounds PRIME Hydration, its commercial accomplishments remain a prominent feature of the ongoing discourse.
Endorsements and Sponsorship deals of Erling Haaland
Haaland’s endorsement endeavors have reached remarkable heights. His ten-year partnership with NIKE stands out as a prime example, marked as the most significant boot deal in soccer history. This staggering collaboration with NIKE is valued at an impressive $24 million.
Notably, Haaland’s influence extends beyond his sporting prowess. In his native Norway, he assumed the role of the face of Samsung’s brand in 2021. His presence was notable as he showcased Samsung’s watches and phones on his Instagram platform. However, recent sightings of Haaland with an iPhone during an international camp have prompted speculation that his association with Samsung might have concluded its course.
— Nike Football (@nikefootball) March 31, 2023
Among his array of brand collaborations, Breitling, the esteemed Swiss watchmaker, is a prominent player. The deal struck with Haaland reportedly amounts to approximately $1.3 million.
Haaland’s diverse endorsements also encompass the realm of sports recovery. As an ambassador for Hyperice, a brand that provides tools to aid athletic recuperation, he not only promotes their products but also holds equity in the company. This equity stake has burgeoned to an astounding valuation of $705 million.
In 2022, Haaland inked a pact with Viaplay, a Norwegian streaming service. His affiliation with Viaplay sees him joining forces with Max Verstappen, another brand ambassador.
The synergy between Haaland and Viaplay became even more meaningful as he made his transition to the English league, coinciding with Viaplay’s possession of Premier League broadcasting rights in his home country.
Erling Haaland continues to solidify his status as one of the most sought-after soccer players on the global market. At the age of just 23, Haaland’s marketability remains unparalleled.