REVEALED: UFC x Prime contract figure and sponsorship details
Social media celebrities Logan Paul and KSI's sports drink brand 'Prime' is now the official sports drink of the UFC. Both parties announced the partnership earlier this week through social media.
As per a report by SPORTS BUSINESS JOURNAL, a credible industry insider has revealed to the publication that the three-year deal will rake in high seven figures annually.
The deal will provide Prime with the 'Offical Sports Drink' designation with the Performance Institute and the promotion's social media and television content.
Prime branding will also be seen in the red and blue corners of the octagon, including on the stools where fighters sit in between rounds. Branding assets will kick in at the UFC 284 pay-per-view in Perth, Australia on February 11.
Speaking on the new deal, the promotion's Senior Vice President of Global Partnerships, Paul Asencio said that Dana White's relationship with Logan Paul coupled with Prime's huge social media presence and brand equity is what made the deal possible:
"Dana [White] has a relationship with Logan Paul, and they were incredibly aggressive. This product is strapped to a rocket and we look for three things in any deal: revenue, brand equity, and how the new partner is going to market. They checked every box and between us, there’s around 400 million social media followers."
When Logan Paul claimed that Prime being a UFC sponsor was among the biggest accomplishments of his life
Very few would've thought Prime would become the official sports drink of the UFC when Logan Paul and KSI launched the sports drink brand in January 2022.
However, in little over a year since its launch, the young company has accomplished the unimaginable.
Interestingly, Paul views the partnership as easily one of the top three accomplishments of his life. During a recent episode of his IMPAULSIVE podcast, the social media celebrity said:
"'I'm proud to announce, Prime is the official sports drink of the UFC... This is the coolest thing of my life, I'm not kidding: Probably top three accomplishments I've ever done. Prime, a drink KSI and I created is now the official sports drink of one of the biggest global fight organizations... And the fact that we are now fueling and partner with them is mind-blowing to me."
Catch Logan Paul announcing the partnership below:
The 27-year-old's business partner KSI also took to Instagram to celebrate the deal.
Prime also sponsors Premier League giants Arsenal and MBM Motor Sports of NASCAR.