PRIME further solidifies its dominance in the UFC as it expands its influence.
In a recent development, the UFC world was abuzz with news of Logan Paul engaging in wrestling training alongside UFC champions Alexander Volkanovski and Israel Adesanya. Paul, known for his background in high-school wrestling and his passion for MMA, has long expressed his desire to venture into the UFC. However, this revelation took a surprising twist when Paul disclosed that he had secured sponsorship deals with his beverage company, PRIME, for both Volkanovski and Adesanya.
PRIME Hydration, a beverage company co-founded by Paul and KSI in 2022, has taken the market by storm, reportedly amassing an impressive $250 million in retail sales since its inception. Earlier this year, the company ventured into the realm of MMA by securing a partnership deal with the UFC, becoming the official sports drink of the organization and an esteemed partner of the UFC Performance Institute. The collaboration encompasses several branded integrations, notably the rebranding of UFC corners as "PRIME Hydration Recovery Zones." Moreover, the company has expanded its reach through sponsorship deals in NASCAR and the Premier League.
Volkanovski, a renowned figure in the UFC, has held the featherweight championship title since 2019, successfully defending it on four occasions. While he recently faced defeat in his quest for the lightweight title, succumbing to a unanimous decision loss against Islam Makhachev at UFC 284, Volkanovski is preparing for his upcoming featherweight title defense against interim champion Yair Rodriguez at UFC 290, scheduled for July 8 in Las Vegas.
𝐏𝐑𝐈𝐌𝐄 𝐎𝐟𝐟𝐢𝐜𝐢𝐚𝐥 𝐀𝐭𝐡𝐥𝐞𝐭𝐞𝐬! 👊 pic.twitter.com/4eLmYrDRFK— DrinkPrime (@PrimeHydrate) June 4, 2023
Adesanya recently recaptured the UFC middleweight title with a sensational knockout of his nemesis Alex Pereira at UFC 287 in April, and has no set plans on when he will next defend his belt.