All the information you need to know about PRIME energy drink, its deal with UFC, and all the related details.
The Ultimate Fighting Championship has announced a multiyear sponsorship agreement with Prime, the hydration drink brand owned by YouTube stars Logan Paul and KSI. The arrangement, which is expected to be revealed on Tuesday, will take the place of the UFC’s five-year-old relationship with Coca-Cola Co.’s Bodyarmor sports drink. Prime will make appearances both inside the ring and on the broadcasts of the mixed martial arts organization, which is owned by Endeavor Group Holdings Inc. Financial details weren’t made public.
Logan Paul tweeted a teaser video on January 30 that seemed to show him discussing the UFC and signing a deal. Dana White watched over his shoulder, giving the impression that he was ready to announce a fight. But a day later, Logan tweeted that Prime Hydration had agreed to an agreement to become the UFC’s official sports drink. At UFC 284 in Australia this next February, the agreement is scheduled to make its ringside premiere.
According to a source familiar with the situation, Prime had retail sales of more than $250 million in 2022, and management plans to surpass $1 billion this year via aggressive marketing. According to the source, Prime is also in discussions for more transactions in the sports industry.
Via clever marketing, slick packaging, and distribution through Walmart Inc., Target Corp., and Kroger Co., Prime, which distributes bottled sports drinks and canned energy beverages in various flavors, has quickly gained popularity. It is run by Congo Brands, a company that develops products and collaborates with influencers, and is situated in Louisville, Kentucky.
In areas like the UK, where customers raced to steal bottles off store shelves, they have been difficult to come by. Resellers are selling bottles on marketplaces like eBay, and some schools have even banned the beverages due to the fad. On the Prime online store, everything is out of stock.
Paul and KSI will advertise the beverages as part of the agreement on their social media accounts. They have more than 400 million followers on websites like YouTube, Instagram, and TikTok.
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