Sports
Logan Paul’s Prime Signs Multiyear UFC Deal as Drinks Sell Out
The brand, co-owned by fellow YouTuber KSI, broke $250 million in sales last year.
Prime hydration drink
Photographer: Joseph Okpako/WireImage/Getty Images
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Prime, the hydration drink label from YouTubers Logan Paul and KSI, has signed a multiyear sponsorship deal with the Ultimate Fighting Championship.
The agreement, set to be announced Tuesday, replaces the UFC’s expiring deal with Coca-Cola Co.’s Bodyarmor sports drink, which has ended after five years. Prime will appear in the Endeavor Group Holdings Inc.-owned mixed-martial-arts company’s broadcasts, including pay-per-views and Fight Night events on ESPN+, and inside the fighting arena. Financial terms weren’t disclosed.