Adam Stern of the Sports Business Journal reports that Prime is the new Official Sports Drink of the UFC. The drink is fronted by Logan Paul and KSI and replaces Body Armor as the drink of choice for the promotion.
Paul tweeted yesterday that there would be a major announcement today and tagged Dana White. While the inference was that Paul or perhaps his brother Jake were going to fight in the UFC, it was the business deal with Prime.
Major announcement tomorrow @danawhite pic.twitter.com/vNaATFp0He
— Logan Paul (@LoganPaul) January 30, 2023
.@PrimeHydrate, the sports drink brand from @LoganPaul and @KSI, is becoming the new official sports drink of @UFC, with a three-year deal worth high seven figures annually.
— Adam Stern (@A_S12) January 31, 2023
š² Assets include branding on Octagon corners and stools.
š² Prime replaces @DrinkBodyArmor. pic.twitter.com/9edqNQMszF
Prime replaces Body Armor as the UFC’s Official Sports Drink of the company. Body Armor had been a mainstay with the promotion since January 2018. Financial details of the deal have not been disclosed.
Payout Perspective:
Sales of Prime have skyrocketed since its launch last January which is due in part to the popularity of the Internet stars KSI and Paul who once fought each other in a boxing ring. The deal elevates the Prime brand and exposes it to a target demo of young males.
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