From social media stars to international business partners, KSI and Logan Paul have managed to make an impact in the sports world. Their latest venture, Prime Energy Drink, will make its way to the octagon.
Before UFC 284 on February 11, it was announced that Paul and KSI teamed up with the UFC to make Prime the official global sports drink of the UFC. Content promoting Prime will be shared on the social media channels of the UFC, KSI, and Paul.
“We’re excited to name PRIME the Official Sports Drink of UFC and an official partner of the UFC Performance Institute,” said UFC President Dana White. “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.”
It is the latest partnership Prime has with a sports entity. Prime recently became the "official hydration partner" of the Premier League club Arsenal, and is a primary sponsor of MBM Motorsports.
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Paul and KSI announced in 2022 that they were launching an energy drink to "fuel any lifestyle.”
“We’ve been humbled by the process of creating a real brand & surpassing some of the biggest beverage companies in the world,” Paul and KSI stated on the Prime website. "As underdogs, we always cherish the opportunity to show the world what’s possible.
Prime is available in the following flavors: Meta Moon, Ice Pop, Blue Raspberry, Tropical Punch, Lemon Lime, Grape, and Orange.
Prime Hydration contains 10% coconut water, electrolytes, B vitamins, and BCAAs, and has zero sugar or caffeine with each bottle, containing around 20 calories. The drink is gluten-free, vegan, soy-free, Halal (Arabic for permissible), and only PRIME Energy is certified kosher.
There are three different Prime products:
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In the U.S., a 12-pack of any flavored drink is available for $29.99.
In the U.K., a 12-pack is £24.99.
Prime will have a major influence when it coms to UFC events. It was named the exclusive presenting sponsor for all UFC PPV weigh-in events, while promoting hydration throughout fight week. The fight corners, known as the red and blue corner, will have its own Prime twist to it.
"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 Paul. “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.”
Outside of events, there will be branding opportunities within the UFC's Performance Institutes in Las Vegas and Shanghai. A charitable youth program will be created, as Prime will be the official Presenting Partner of the UFC Foundation, an officially recognized 501(c)(3) non-profit organization.
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“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," KSI said.
Former rivals Paul and KSI fought one another in an amateur boxing bout in 2018. The fight was called a draw. Matchroom Boxing's Eddie Hearn liked what he saw from a marketing perspective and gave them a chance. The two competed in a professional match in 2019. KSI beat Paul via split decision.
From their rivalry, Paul and KSI became friends and business partners.
KSI has since teamed up with DAZN to form the MF x DAZN: X Series. He may face Logan's brother Jake in a fight at some point. Paul has fought Floyd Mayweather in a boxing bout and signed a deal to compete in WWE not long ago.2023-02-07T11:52:02Z dg43tfdfdgfd