KSI and Logan Paul’s PRIME sponsors UFC as the brand has been named as the official sports drink of the UFC in a multi-million, multi-year contract.
The groundbreaking collaboration will include sponsorship at all UFC live events, new octagon branding, social media content, and more for a total three-year term.
The world’s premier mixed martial arts announced the fresh partnership on Wednesday, February 1 after weeks of teasing from both camps.
UFC president Dana White had been seen sipping the popular hydration drink at previous press conferences, while KSI and Logan Paul have both been laying down breadcrumbs on their respective social media channels.
Through UFC’s far-reaching global footprint, PRIME will now have significant brand visibility within an estimated 900 million TV households in 175 countries that receive UFC’s broadcasts.
In addition, UFC, Logan Paul, and KSI will collaborate on original content that will be distributed through their massively popular social media channels, including YouTube, Instagram, Twitter, and TikTok.
Collectively, UFC, Paul, and KSI reach nearly 400 million social media followers worldwide, which the organisation says provides them with unparalleled engagement opportunities with their loyal fans.
Dana White hailed PRIME as the hottest drink on the market when reacting to the deal. He said: “We’re excited to name PRIME the Official Sports Drink of UFC and an official partner of the UFC Performance Institute.
“Logan and KSI have worked hard to build PRIME into the best-tasting, hottest sports drink on the market. With their massive social media following and UFC’s global reach, we’re going to get the PRIME brand in front of hundreds of millions of fans all over the world. Whether you’re a professional athlete or if you just love working out, PRIME should be your first choice for a go-to sports drink.”
“I’ve been a fan of UFC for as long as I can remember, so having the opportunity to partner with them and amplify the PRIME brand is a check off the bucket list,” said Logan Paul, PRIME co-Founder.
“Together, we are a global powerhouse and this collaboration is sure to extend far beyond the Octagon with an opportunity to give back in the process with the UFC Foundation.”
KSI added: “This partnership enables us to tap into UFC’s fan base and reach a massive global audience across multiple platforms, giving us the ability to flex our marketing muscles and prove we are a dominating force in the industry.”
PRIME will make its UFC debut around UFC 284: Makhachev vs Volkanovski, which takes place this Saturday, February 11, at RAC Arena in Perth, Australia. Both Paul and KSI have flown out to Australia for their inaugural event as sponsors.
Available in a range of flavours that include orange, grape, ice pop, blue raspberry, lemon-lime and tropical punch, PRIME has been an absolute smash hit since it launched at the start of 2022.
This latest move signals PRIME’s second major partnership. Paul and KSI teamed up with Premier League leaders Arsenal last year in what was a shock move for the London outfit.