The UFC has entered a partnership with Logan Paul and KSI's 'Prime' as it is now the official sports drink of the promotion. More details about the partnership were given in the official press release.
The 'Red' and 'Blue' corners of the octagon have now been renamed the 'Prime Hydration Recovery Zones,' while the newly implemented Cornerman Stool will also bear the 'Prime' brand.
'Prime' is now the exclusive Presenting Sponsor for all pay-per-view weigh-ins and the official partner of the UFC Performance Institute. It will also be named the Presenting Partner of the UFC Foundation.
UFC President Dana White discussed the partnership, stating:
"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."
Prime will make its promotional debut at UFC 284, which is headlined by a lightweight title bout that will see Islam Makhachev defend his title for the first time against featherweight champion Alexander Volkanovski.
Logan Paul discusses Prime's partnership with the UFC
Following the news that 'Prime,' which launched in January 2022, would become the official sports drink of the UFC, co-founder Logan Paul sounded-off on the matter. Speaking on his podcast, IMPAULSIVE, the YouTube star stated:
"This is the coolest thing of my life. I'm not kidding, probably top three accomplishments I've ever done. Prime, a drink that KSI and I created, is now the official sports drink of one of the biggest global fight organizations in the world."
'The Maverick' continued:
"An organization I have been watching since I was a child and the fact that we are now fueling and partnered with them is mindblowing to me. It's a simulation, this is not real life, but somehow it's happened."
Paul also revealed that there will be 'Prime' commercials aired during UFC events.
Watch Logan Paul discuss Prime's partnership with the UFC below (starting at the 0:53 mark):