Prime will be the new Official Global Sports Drink of mixed martial arts promotion the Ultimate Fighting Championship, with KSI saying the agreement is a "dream" and "mind-blowing". The energy drink will feature on the Octagon's canvas at all Live UFC Events, including every pay-per-view and fight night.
The co-founders of Prime, Logan Paul and KSI, are YouTubers who shared a two-fight boxing rivalry prior to becoming business partners in January 2022 as Prime was launched. The pair will also create content with the UFC that will be shared with their combined 400 million social media followers, Birmingham Live reports.
The UFC announced the 'global partnership' earlier this week, with KSI additionally posting a tweet that said: "What Logan Paul and I have achieved with Prime is simply mind blowing. 2 YouTubers with a dream, and now we’ve turned it into reality. Prime sponsors Arsenal FC and now the UFC. What a time to be alive man."
A charitable youth programme is also going to be created by Prime and UFC as part of their partnership. UFC said: "UFC and PRIME will strategically collaborate to develop a charitable youth program that will be administered in under-resourced communities."
Logan Paul stated: “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. 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."
KSI added: "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".
This is not Prime's only major agreement of the past 12 months, as the energy drink is Arsenal FC's Official Hydration Partner for the 2022 to 2023 season. KSI, who is an avid Arsenal fan, said the collaboration was a "childhood dream".
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