The UFC has partnered with social media influencers Logan Paul and KSI to make the pair’s sports drink “PRIME” a main sponsor for all UFC events, the UFC announced this morning.
In an official press release put out by the UFC, the deal is described as a ‘multi-year global marketing partnership’, with the deal ‘providing [PRIME] with a wide range of integrations into key UFC assets, including UFC Pay-Per-View and Fight Night, highlighted by broadcast features and never-before-seen branding inside the world-famous Octagon.’ PRIME will also have an advertising presence at Dana White’s Contender Series and The Ultimate Fighter.
The press release also mentioned the renaming of the ‘red’ and ‘blue’ corners to ‘PRIME Hydration Recovery Zones’, as well as a presenting partnership with the UFC Foundation, a foundation set up by the UFC to support other charities and initiatives throughout the state of Nevada.
Speaking on the partnership, UFC President Dana White said, ‘We’re excited to name PRIME the Official Sports Drink of UFC and an official partner of the UFC Performance Institute.’
On his Impaulsive podcast, PRIME co-founder Logan Paul said, ‘PRIME, a drink that KSI and I created is now the official sports drink of one of the biggest global fight organisations in the world. An organization I’ve been watching since I was a child.’
‘We’re going to be in the corners, we’re going to be on the ring, we’re going to be at the weigh-ins.’
PRIME is set to make its advertising debut at UFC 284 next week in Perth, possibly alongside an appearance from PRIME co-founders KSI and Logan Paul, as KSI tweeted on the 18th of January;
Me and Logan are going Australia in February. This is gonna be nuts ?
— ksi (@KSI) January 18, 2023
UFC 284 is set to be held at Perth’s RAC arena on Sunday the 12th of February, the main event seeing featherweight champion and #1 pound-for-pound fighter Alexander Volkanovski move up a weight class to challenge Islam Makhachev for his lightweight title in the first UFC event held in Australia since 2019’s UFC 243.