This week, UFC struck a floor breaking collaboration with PRIME, a sports activities drink conceived by social media sensations Logan Paul and KSI. But what does the Prime deal provide 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 global sports drink of UFC” and can proceed Logan Paul and KSI’s international 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. Overall, Prime is reportedly on tempo to exceed a cool billion in gross sales by the tip of 2023.
What is Logan Paul and KSI’s Prime Hydration drink?
Popular 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 file stands at 4-0-0, whereas Paul has gone on to realize acclaim as a charismatic and highly-skilled performer in WWE. Now companions quite 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 where great taste meets function” and is touted as a hydration drink on the bottles’ daring labelling. The authentic Prime incorporates 10% coconut water, 250mg of BCAA’s for the restoration of muscle tissue, 825g of electrolytes, varied antioxidants, and vitamin B. While the Prime Energy iteration additionally incorporates caffeine, the unique Hydration model doesn’t. Prime Hydration incorporates simply 2g of sugar when in comparison with Gatorade’s sports activities drink, and incorporates greater than double the variety of electrolytes whereas weighing-in at solely 25kcal in opposition to Gatorade’s 140kcal. Still, Prime does comprise synthetic sweeteners and preservatives, however because of the boys’ international reputation, consideration grabbing packaging, and big 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 kids. 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 worth. Primeis a cool, life-style model versus a stereotypical sports activities drink,” stated a rep.
https://www.instagram.com/p/CoFkhffOj6n/?utm_source=ig_web_copy_link (embed)
When will the UFC & Prime deal debut?
WWE viewers will be aware 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. Before the occasion even takes place, PRIME will turn into the presenting sponsor for this and future weigh-in periods. PRIME’s vibrant branding may also be seen throughout future UFC PPV’s and Fight 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?
Additionally to the Prime deal is the announcement that it turns into the official sponsor of the UFC Performance Institute, which means that athletes of all ranges will have the ability to get their palms on a bottle of Prime on the institute’s hydration stations throughout coaching periods. Dana White’s “Contender” collection, and “The Ultimate Fighter” are additionally a part of the deal, which means that wherever there’s a UFC hopeful, you’re prone to see a bottle of the beverage. An analogous partnership is already ongoing with Premier League soccer membership; Arsenal, and KSI’s boxing PPV’s on DAZN.
“We’re excited to name Prime the Official Sports Drink of UFC and an official partner of the UFC Performance Institute,” stated UFC President Dana White in a press release. “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.”
Of course, the publicity generated by this new alliance works each methods. KSI and Logan Paul, with their thousands and thousands of social media subscribers, will have the ability to introduce a brand new and probably youthful viewers to UFC broadcasts, making this a reciprocatively useful deal that won’t solely guarantee the expansion of the drink, however maybe additionally UFC’s long-term reputation and stability. UFC, Logan Paul, and KSI may also collaborate on new content material distributed by way of their immensely standard social media channels. Collectively they’ll attain practically 400 million social media followers worldwide, offering them with new engagement alternatives with their passionate followers.