What the PRIME deal means for UFC and MMA

This week, the UFC made a groundbreaking collaboration with PRIME, a sports drink created by social media sensations Logan Paul and KSI. But what does the Prime deal offer and what can this drink offer that others don’t? And what does this deal mean for the future performance of the world’s premier mixed martial arts promotion?

In a multi-year partnership, Prime has been announced as the new “Official Global Sports Drink of the UFC” and will continue Logan Paul and KSI’s global disruption of the beverage retail industry. Launched just last year, the drink has already entered markets that Gatorade and Bodyarmor have yet to break into, driving demand from the UK to Iceland. All told, Prime is on track to cross a cool billion in sales by the end of 2023.

What is Logan Paul and KSI’s Prime Hydration Drink?

Popular YouTubers turned athletes, Logan Paul and KSI have already made names for themselves in combat sports by throwing their hat into the ‘Influencer Boxing’ ring. KSI’s boxing record is 4-0-0, while Paul has gained recognition as a charismatic and highly skilled performer in the WWE. Now more partners than adversaries, these two have sold more than 100 million bottles of Prime in the US alone, but what is it?

The sales summary on Prime’s website says it was developed to “fill the void where great taste meets function” and is advertised as a hydration drink on bold bottle labels. The original Prime contains 10% coconut water, 250 mg of BCAAs for muscle recovery, 825 g of electrolytes, various antioxidants and vitamin B. While the Prime Energy iteration also contains caffeine, the original Hydration version does not. Prime Hydration contains only 2g of sugar compared to Gatorade’s sports drink and contains more than twice the electrolytes, while weighing in at just 25 kcal versus Gatorade’s 140 kcal. Still, Prime contains artificial sweeteners and preservatives, but thanks to the boys’ global popularity, eye-catching packaging and wide range of flavors, it shouldn’t come as much of a surprise that the drink is a particular hit with school-age kids. Demand for stock has been so high at times that empty bottles have been sold on eBay for many times the suggested retail price. Prime is a cool lifestyle brand as opposed to a stereotypical sports drink,” said a representative.

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When will the UFC & Prime deal debut?

WWE viewers will have noticed that Logan Paul has already carried a bottle of Prime to the ring, most notably at the company’s Royal Rumble event a few days ago. Prime’s involvement in the UFC will begin with the build-up to the UFC 284: Makhchev vs. Volkanovski pay-per-view, set for February 12. Before the event even takes place, PRIME will become the presenting sponsor for this and future weigh-in sessions. PRIME’s live branding will also be seen on future UFC PPVs and Fight Nights in a deal said to be more comprehensive than the MMA promotion’s previous agreement with Bodyarmor.

What does the Prime deal mean for the UFC, its athletes and fans?

Adding to the Prime deal is the announcement that it is becoming an official sponsor of the UFC Performance Institute, meaning athletes of all levels will be able to get a bottle of Prime at the institute’s hydration stations during training. Dana White’s “Contender” series and “The Ultimate Fighter” are also part of the deal, meaning wherever there’s a UFC hopeful, you’re likely to see a bottle of the brew. A similar partnership is already underway with a Premier League football club; Arsenal and KSI Boxing PPV on DAZN.

“We are thrilled to name Prime the official sports drink of the UFC and an official partner of the UFC Performance Institute,” UFC president Dana White said in a statement. “Logan and KSI have worked hard to make Prime the best tasting and hottest sports drink on the market. With their massive social media following and the UFC’s global reach, we will put the Prime brand in front of hundreds of millions of fans around the world. Whether you’re a professional athlete or just enjoy working out, Prime should be your first choice for a sports drink.”

Of course, the publicity generated by this new alliance works both ways. KSI and Logan Paul, with their millions of social media followers, will be able to introduce a new and potentially younger audience to UFC broadcasts, making this a mutually beneficial deal that will not only ensure the drink’s growth, but perhaps the long-term UFC – term popularity and stability. The UFC, Logan Paul and KSI will also collaborate on new content distributed through their highly popular social media channels. Collectively, they can reach nearly 400 million social media followers worldwide, giving them new opportunities to engage with their passionate fans.

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