The social media sensations turned successful entrepreneurs, Logan Paul and KSI, are now in partnership with UFC stars Israel Adesanya and Alexander Volkanovski.
YouTube stars KSI and Logan Paul launched the brand in January 2022, and ever since the drink was launched in the UK, it has caused chaos at supermarkets up and down the country as parents spent hours in line trying to source the popular drink for their children. The demand remained high in America, where the drink has been more readily available.
The Prime brand has enjoyed a meteoric rise over the past few months, with some even speculating that it could become the next 1 billion dollar brand in the beverage industry thanks to the aggressive marketing campaign by Paul and KSI, who’s appeal now crosses over to a wider audience thanks to their recent involvements in other ventures such as boxing, WWE and even rapping.
The UFC isn’t the only lucrative sponsorship secured by the Prime Hydration brand. Premier League team Arsenal announced that Prime would become their official drink, replacing Gatorade in July 2022.
Then, in February of this year, Prime signed a lucrative, multi-year deal to become the official sports drink of the UFC. We now see the logo displayed on the weigh-in scales before UFC events and advertisements inside the Octagon itself. Occasionally, we see KSI and Logan Paul parading dressed up in giant blue Prime Hydration bottles on broadcast advertisements during the fights.
Other aspects of Prime’s deal with the UFC are the sponsorship of the red and blue corners of the Octagon, now known as ‘Prime Hydration Recovery Zones’ and the announcement that Prime is the official partner of the Las Vegas and Shanghai UFC PI’s (Performance Institutes).
Not stopping there, the duo’s company has now entered the realm of sponsoring athletes directly, as today came the announcement that their first two athletes signed to promote the Prime brand were UFC Middleweight Champion Israel Adesanya and the UFC Featherweight Champion Alexander Volkanovski. Quite the coup for the YouTubers turned entrepreneurs.
Isreal Adesanya is arguably the biggest star on the active roster, while Alexander Volkanovski is right up there in the pound-for-pound discussion. The deal will undoubtedly raise the profile of the Prime Hydration brand even more and also provide added income to two stars of the sport who are on course to leave a lasting print on the UFC’s history.
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