WWE has partnered with Logan Paul and KSI’s PRIME Hydration in a record deal as the beverage becomes the organisation’s official hydration partner.

As part of the agreement, PRIME’s branding will feature in the centre of the WWE ring, marking it as the first-ever partner to secure sponsorship in that prime location. The beverage’s branding will be visible to fans at Premium Live Events (PLEs) such as WrestleMania and Money In The Bank.

Additionally, this unprecedented exposure will also be heightened by match sponsorships, co-presenter designations at future PLEs, product activations at live events and social support from WWE Superstars across retail and digital activations plus more.

Founded in 2022 by YouTube sensations KSI and Logan Paul, PRIME has partnered with a number of sports organisations, most recently signing a deal with German football club Borussia Dortmund.

In a career shift, Paul entered the world of WWE, making his debut at WrestleMania 38 as a superstar. 

Since then, PRIME has gained exposure at WWE events, with Co-Founder KSI making viral appearances alongside the brand. On one occasion KSI was slammed through a table by a WWE star while dressed as a PRIME bottle.

“What Logan and his team have built in a short time is phenomenal and we’re excited to help showcase PRIME Hydration across our biggest events,” Paul “Triple H” Levesque, Chief Content Officer at WWE, stated.

The landmark deal includes another sponsorship-first, as PRIME becomes the first official partner to activate across both TKO companies. 

In January 2023, UFC formed an exclusive global partnership with PRIME Hydration, naming it the official hydration drink and official partner of the UFC Performance Institute. After this announcement, TKO merged the UFC and WWE’s global partnerships teams for a unified sponsorship strategy.

“Combining two of my greatest achievements into one knockout partnership is a dream come true,” Logan Paul commented. 

“We’ve worked incredibly hard at PRIME to build a brand that disrupts the beverage industry and it’s time to join forces with the global leader in sports entertainment. Thank you to everyone on both sides who have played an important role in bringing PRIME Hydration to the ring.”

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