KSI and Logan Paul-owned Prime Hydrate has continued to strengthen its sports marketing approach, announcing a new collaboration with UFC featherweight champion Alex Volkanovski and middleweight champion Israel Adesanya.

The energy drinks have become viral since their launch and have grown in popularity amongst fans of the influencers. 

It builds on Prime agreeing a partnership with the UFC – at the time of the deal, UFC SVP/Global Partnerships Paul Asencio stated:  “This product is strapped to a rocket and we look for three things in any deal: revenue, brand equity, and how the new partner is going to market. They checked every box and between us, there are around 400 million social media followers.” 

Nonetheless, the deals with Adesanya and Volkanovski mark the first collaborations in which an athlete has been sponsored by the growing sports drink. 

It also comes as Volkanovski prepares to headline the UFC’s biggest weekend in Las Vegas at the start of July, when he defends his mantle against Yair Rodrigueuz – headlining International Fight Week. 

At the time of linking with the UFC, Prime provided the following statement: “We created PRIME to showcase what happens when rivals come together as brothers and business partners to fill the void where great taste meets function.

“We dropped our first product, PRIME Hydration in 2022 and since then, we’ve continued to work countless hours to expand in retailers, reach new markets and formulate new products we know you’ll love.”

Previous articleDAZN and Sky Deutschland enter DP World Tour bilateral streaming deal
Next articleTough advertising climate sees Viaplay CEO stand down