Prime Hydration steps into the Octagon as the official sports drink of the UFC
The brand, launched in 2022 by celebrity YouTubers KSI and Logan Paul, has secured marketing integrations across a suite of UFC events.
UFC events are watched by an estimated 900m households across 175 countries. / Adobe Stock
Prime Hydration is continuing to fight its way into the competitive, and crowded, beverage landscape.
Today, the up-and-coming brand – founded in 2022 by entrepreneurs and YouTubers Logan Paul and KSI – announced a multiyear global partnership with the Ultimate Fighting Championship (UFC). The partnership will include “a wide range of integrations into key UFC assets, including every UFC pay-per-view (PPV) and Fight Night, highlighted by broadcast features and never-before-seen branding inside the world-famous Octagon,” according to a joint press release issued by the brands.
Prime is also being named as the presenting sponsor of the UFC’s PPV weigh-in events, an official sponsor of the UFC Performance Institute (a network of athlete training and treatment facilities) and the first-ever presenting partner of the UFC Foundation (a non-profit that aims “to develop a charitable youth program that will be administered in under-resourced communities.”)
The new partnership will also include original social media content created collaboratively by Paul, KSI and the UFC, which cumulatively have hundreds of millions of followers across a number of platforms.
“Logan and KSI have worked hard to build Prime into the best-tasting, hottest sports drink on the market,” UFC president Dana White said in a statement. “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.”
Paul and KSI are themselves both boxers; they’ve squared off in the ring together on two occasions.
Prime has been making headlines over the past month for its tendency to quickly disappear from store shelves. The fact that it was founded by entrepreneurs and YouTubers KSI and Logan Paul has certainly been a contributing factor to its sudden rise to fame. Still, some experts have a hard time believing that Prime will have the tenacity to go the distance.
The new partnership with the UFC – which reaches roughly 900m households across 175 countries, per the press release – could very well help prove those experts wrong.
For more, sign up for The Drum’s daily US newsletter here.