The UFC’s newest corporate sponsor is Prime, a fast-growing sports drink brand started by social media stars Logan Paul and KSI last year. A source in the industry said that the three-year deal was worth “high seven figures” per year. It includes global rights, the title “official sports drink,” rights with the UFC Performance Institute training center, TV and social media content, and branding in the red and blue corners of the Octagon and on the stools that UFC fighters sit on.
These branding tools will be seen for the first time at the UFC 284 match on February 11-12 in Perth, Australia. UFC SVP/Global Partnerships Paul Asencio said, “Dana White is friends with Logan Paul, and they were both very aggressive. This product is a rocket, and when we make a deal, we look for three things: revenue, brand equity, and how the new partner is going to market the product. They did everything that was asked of them, and between us, we have about 400 million social media followers.”
Prime has been spending a lot of money on sports lately. Last year, they bought rights with Arsenal of the Premier League and were the main sponsor of MBM Motorsports, which painted Timmy Hill’s No. 13 Toyota for the NASCAR Xfinity Series race in May of last year. Since 2017, Coke’s Bodyarmour sports drink brand had the rights to the UFC.
With the Prime deal, UFC is able to keep making money from the drinks category. Monster Energy has the right to energy drinks and water in the MMA circuit. Jose Cuervo is the “official tequila partner” of the UFC. New Amsterdam’s Wild Card vodka-based RTD drinks, Howler Head’s banana-flavored bourbon, which is the “official flavored whisky partner,” and Modelo beer, made by Constellation Brands, are also part of the MMA circuit.