Logan Paul made an announcement with the UFC.
And that announcement was that Prime, the hydration and energy-drink label by Paul and fellow YouTuber KSI, was signed to a multi-year sponsorship deal with the UFC. It will replace the promotion’s expiring deal with Coca-Cola Co.’s Bodyarmor sports drink, which was part of the UFC for five years.
“Together, we are a global powerhouse,” Paul said in a statement.
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— UFC (@ufc) January 31, 2023
Prime will debut at UFC 284 in Australia in February. The energy-drink will appear in the UFC’s broadcasts, including pay-per-views and Fight Night events on ESPN+. Financial terms were not disclosed.
Bloomberg reported that the drink itself sold more than $250 million in retail sales in 2022. The bottled and canned drink has been sold through Walmart Inc., Target Corp. and Kroger Co., making it difficult to get a hold of in some markets like the UK., where resellers have flipped the price on sites like EBay.
All of the products are sold out on the Prime online shop.
Now, Paul and KSI will promote the sports drinks on their social media platform where they combine for more than 400 million followers.