This week, UFC struck a floor breaking collaboration with PRIME, a sports activities drink conceived by social media sensations Logan Paul and KSI. However what does the Prime deal supply and what does this beverage have to supply that others don’t? And what does this deal imply for the longer term presentation of the world’s premier combined martial arts promotion?

In a multi-year partnership, Prime has been named as the brand new “official world sports activities drink of UFC” and can proceed Logan Paul and KSI’s world disruption of the beverage retail trade. The drink, launched simply final yr, has already penetrated markets that Gatorade and Bodyarmor are but to interrupt, resulting in a frenzy of demand from the UK to Iceland. General, Prime is reportedly on tempo to exceed a cool billion in gross sales by the top of 2023.

What’s Logan Paul and KSI’s Prime Hydration drink?

Widespread YouTubers-turned-athletes, Logan Paul and KSI have already made names for themselves in fight sports activities by throwing their hat into the “Influencer Boxing” ring. KSI’s boxing report stands at 4-0-0, whereas Paul has gone on to realize acclaim as a charismatic and highly-skilled performer in WWE. Now companions relatively than opponents, these two have offered greater than 100 million bottles of Prime within the USA alone, however what’s it?

Prime’s web site gross sales blurb says that it was developed to “fill the void the place nice style meets operate” and is touted as a hydration drink on the bottles’ daring labelling. The unique Prime comprises 10% coconut water, 250mg of BCAA’s for the restoration of muscle mass, 825g of electrolytes, numerous antioxidants, and vitamin B. Whereas the Prime Vitality iteration additionally comprises caffeine, the unique Hydration model doesn’t. Prime Hydration comprises simply 2g of sugar when in comparison with Gatorade’s sports activities drink, and comprises greater than double the variety of electrolytes whereas weighing-in at solely 25kcal in opposition to Gatorade’s 140kcal. Nonetheless, Prime does include synthetic sweeteners and preservatives, however because of the boys’ world recognition, consideration grabbing packaging, and wide selection of flavours, it shouldn’t come as an excessive amount of of a shock that the drink has been a selected hit amongst college aged youngsters. Demand for inventory has been so nice at occasions, that vacant bottles have been promoting on eBay for a number of occasions the really helpful retail value. Primeis a cool, way of life model versus a stereotypical sports activities drink,” stated a rep.

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When will the UFC & Prime deal debut?

WWE viewers will observe than Logan Paul has already carried a bottle of Prime to the ring, most notably on the firm’s Royal Rumble occasion a number of days in the past. Prime’s participation in UFC will start with the run-up to the UFC 284: Makhchev vs. Volkanovski pay-per-view scheduled for February 12. Earlier than the occasion even takes place, PRIME will grow to be the presenting sponsor for this and future weigh-in classes. PRIME’s vibrant branding may also be seen throughout future UFC PPV’s and Battle Nights in a deal stated to be additional reaching than the MMA promotion’s earlier settlement with Bodyarmor.

What does the Prime deal imply for UFC, its athletes, and followers?

Moreover to the Prime deal is the announcement that it turns into the official sponsor of the UFC Efficiency Institute, which means that athletes of all ranges will be capable of get their fingers on a bottle of Prime on the institute’s hydration stations throughout coaching classes. Dana White’s “Contender” collection, and “The Final Fighter” are additionally a part of the deal, which means that wherever there’s a UFC hopeful, you’re more likely to see a bottle of the beverage. An identical partnership is already ongoing with Premier League soccer membership; Arsenal, and KSI’s boxing PPV’s on DAZN.

“We’re excited to call Prime the Official Sports activities Drink of UFC and an official accomplice of the UFC Efficiency Institute,” stated UFC President Dana White in an announcement. “Logan and KSI have labored arduous to construct Prime into the best-tasting, hottest sports activities drink in the marketplace. With their large social media following and UFC’s world attain, we’re going to get the Prime model in entrance of a whole bunch of thousands and thousands of followers everywhere in the world. Whether or not you’re knowledgeable athlete or in case you simply love figuring out, Prime ought to be your first selection for a go-to sports activities drink.”

After all, the publicity generated by this new alliance works each methods. KSI and Logan Paul, with their thousands and thousands of social media subscribers, will be capable of introduce a brand new and doubtlessly youthful viewers to UFC broadcasts, making this a reciprocatively helpful deal that won’t solely guarantee the expansion of the drink, however maybe additionally UFC’s long-term recognition and stability. UFC, Logan Paul, and KSI may also collaborate on new content material distributed via their immensely in style social media channels. Collectively they’ll attain practically 400 million social media followers worldwide, offering them with new engagement alternatives with their passionate followers.