(Bloomberg) -- Prime, the hydration- and energy-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.
“Together, we are a global powerhouse,” Paul said in a statement. The partnership will debut at the UFC’s upcoming event in Australia in February.
Prime had more than $250 million in retail sales in 2022, with management aiming to break $1 billion this year behind an aggressive marketing push, according to a person familiar with the matter. Prime is also in conversations for more deals within the sports sector, the person said.
Prime, which sells bottled sports drinks and canned energy beverages in many flavors, has stormed onto the scene through savvy marketing, sleek packaging and distribution through Walmart Inc., Target Corp. and Kroger Co. It’s operated by Congo Brands, a Louisville, Kentucky-based product-development firm that works with influencers.
Bottles have been tough to get in markets like the UK, where shoppers have rushed to grab them off store shelves. Resellers are flipping bottles on sites like EBay and some schools have even banned the drinks amid the craze. All items are sold out on the Prime online shop.
As part of the arrangement, Paul and KSI will promote the drinks on their social media channels, where they have more than 400 million followers across platforms such as YouTube, Instagram and TikTok.
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