UFC, the world’s premier mixed martial arts organization, and PRIME, the sports drink brand founded by Logan Paul and KSI, today announced a multi-year global marketing partnership that forges an alliance between one of the most popular sports in the world and the fastest-growing hydration company.
PRIME will become the Official Global Sports Drink of UFC, providing the largest new entrant into the beverage industry with a wide range of integrations into key UFC assets, including every UFC Pay-Per-View and Fight Night, highlighted by broadcast features and never-before-seen branding inside the world-famous Octagon. Through UFC’s far-reaching global footprint, PRIME will have significant brand visibility within an estimated 900 million TV households in 175 countries that receive UFC’s broadcasts.
In addition, UFC, Logan Paul, and KSI will collaborate on original content that will be distributed through their massively popular social media channels, including YouTube, Instagram, Twitter, and TikTok. Collectively, UFC, Paul, and KSI reach nearly 400 million social media followers worldwide, which provides them with unparalleled engagement opportunities with their loyal fans.
“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.”
„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 Logan Paul, PRIME co-Founder. “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.“
“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,“ continued PRIME co-Founder KSI.
BRANDED INTEGRATIONS AND ENTITLEMENTS
As UFC’s new Official Global Sports Drink Partner, PRIME’s visibility will be highlighted by unprecedented branding in the Octagon at all UFC Pay-Per-Views and Fight Nights, as well as at Dana White’s Contender Series and The Ultimate Fighter. The new branding will include ownership of the Octagon’s well-known ‘Red’ and ‘Blue’ corners, which will be re-named PRIME Hydration Recovery Zones. PRIME’s corner branding will also be included on the newly launched Octagon-shaped Cornermen Stool, which UFC has developed to coincide with its 30th anniversary celebration campaign this year.
PRIME will also be named the exclusive Presenting Sponsor for all UFC Pay-Per-View weigh ins, providing PRIME key brand placement during the UFC fight week event that highlights the importance of proper hydration. UFC will also provide PRIME with branding opportunities within UFC’s state-of-the-art Performance Institutes in Las Vegas and Shanghai, as the beverage company will be named an Official Partner of UFC Performance Institute and will become the Presenting Sponsor of the Performance Institute’s Hydration Stations.
Finally, the new partnership will offer a unique, first-of-its-kind marketing activation, as PRIME will be named an inaugural Presenting Partner of the UFC Foundation, an officially recognized 501(c)(3) non-profit organization. UFC and PRIME will strategically collaborate to develop a charitable youth program that will be administered in under-resourced communities.
PRIME will make its UFC debut around UFC 284: MAKHACHEV vs. VOLKANOVSKI, which takes place this Saturday, February 11, at RAC Arena in Perth, Australia. In the main event, UFC featherweight champion and No.1 Men’s Pound-for Pound, Alexander “The Great” Volkanovski will take on newly crowned UFC lightweight champion, Islam Makhachev in a five round championship bout.
With bold, thirst-quenching flavors to help refresh, replenish, and refuel, PRIME’s goal is to create a drink that can fuel any lifestyle. Available in a range of flavours that include orange, grape, ice pop, blue raspberry, lemon lime and tropical punch, each drink comes with added nutritional benefits to compliment taste. PRIME has a coconut water base and boasts BCAA to aid muscle recovery, B vitamins, antioxidants, and electrolytes.
