Logan Paul‘s sports drink company PRIME has officially signed reigning UFC featherweight champion Alex Volkanovski and middleweight champion Israel Adesanya as the brand’s first official athletes. Founded by Logan Paul and KSI just last year, PRIME has been wildly successful, reportedly generating $250 million in retail sales since its launch. In markets where the drink is tough to get, resellers have been seen flipping bottles, with some schools even banning the drink amid the heights of the craze.
The recent signings follow PRIME’s deal with the UFC earlier this year to become the official partner of the UFC Performance Institute and the promotion’s official sports drink, replacing BodyArmor.
“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,” said UFC SVP/Global Partnerships Paul Asencio of the deal with PRIME.
Both Volkanovski and Adesanya are at the height of their careers. While he fell short in claiming the lightweight title from Islam Makhachev, Volkanovski is currently listed as the second-best pound-for-pound fighter in the UFC after Jon Jones and is set to defend his featherweight title against Yair Rodriguez at UFC 290 this July. Adesanya on the other hand, recently reclaimed his middleweight title from Alex Pereira via a stunning knockout at UFC 287.
Look for the duo to appear in new PRIME content in the near future.
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