The most prestigious mixed martial arts organisation in the world, Ultimate Fighting Championship (UFC) has inked a new multi-year global marketing collaboration with the sports drink brand created by Logan Paul and KSI, PRIME. This partnership brings together one of the most well-known sports in the world with the hydration company which is expanding at the fastest rate.
PRIME will become the UFC’s official global sports drink, giving the biggest new entrant in the beverage market access to a number of integrations into important UFC properties, such as every UFC Pay-Per-View and Fight Night, highlighted by broadcast functionalities and never-before-seen branding inside the renowned Octagon. PRIME will have a considerable brand presence within the projected 900 million TV households in 175 nations.
Additionally, the UFC, Logan Paul, and KSI will work together to create unique content that will be shared on their wildly popular social media platforms, such as YouTube, Instagram, Twitter, and TikTok. Together, UFC, Paul, and KSI have around 400 million social media followers, giving them unrivalled engagement chances with their committed supporters.
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. 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.”
Logan Paul, PRIME, Co-Founder, said, “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.”
PRIME, Co-Founder, KSI, commented, “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.”
PRIME will receive unparalleled promotion in the Octagon at all UFC Pay-Per-Views and Fight Nights, in addition to Dana White’s Contender Series and The Ultimate Fighter as the new official global sports drink partner of the UFC. The well-known ‘Red’ and ‘Blue’ sides of the Octagon will be under the control of the new identity called PRIME Hydration Recovery Zones. The freshly released Octagon-shaped Cornermen Stool, which UFC produced in conjunction with its 30th-anniversary celebration campaign this year, will also feature PRIME’s corner branding.
Additionally, PRIME will serve as the sole presenting sponsor for all UFC Pay-Per-View weigh-ins, giving the company important brand exposure throughout the UFC event that emphasises the value of appropriate hydration. As the beverage company will be designated as an official partner of the UFC Performance Institute and the presenting sponsor of the Performance Institute’s Hydration Stations, UFC will also offer PRIME branding options throughout UFC’s cutting-edge Performance Institutes in Las Vegas and Shanghai.
As PRIME is named the inaugural presenting partner of the UFC Foundation, a 501(c)(3) non-profit organisation, the new alliance will also provide a one-of-a-kind advertising activation. To create a humanitarian youth programme that will be run in underserved areas, UFC and PRIME will strategically work together.
PRIME will make its UFC debut at UFC 284: Makhachev vs Volkanovski, which takes place on February 11 at the RAC Arena in Perth, Australia.
PRIME’s mission is to provide a beverage that can fuel any lifestyle with powerful, thirst-quenching flavours to help refresh, replenish, and refuel. Each beverage comes with additional nutritional advantages to complement the taste and is available in a variety of flavours, including orange, grape, ice pop, blue raspberry, lemon-lime, and tropical punch. In addition to BCAA, which promotes muscle recovery, B vitamins, antioxidants, and electrolytes, PRIME includes a coconut water base.