UFC signs sports-drink brand Prime as sponsor

Prime, a fast-growing sports-drink brand launched last year by social media influencers Logan Paul and KSI, has signed on as the UFC’s latest corporate sponsor. The three-year pact, described by an industry source as high-seven figures annually, includes global rights, “official sports drink” designation, rights with the UFC Performance Institute training center, TV and social media content, branding within the red and blue corners of the Octagon, and on the stools upon which UFC fighters sit. Those branding assets will first be seen at UFC 284 on Feb 11/12 match in Perth, Australia. “Dana (White) has a relationship with Logan Paul,” said UFC SVP/Global Partnerships Paul Asencio, “and they were incredibly aggressive. 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. The checked every box and between us there’s around 400 million social media followers.” Prime has been spending on sports lately, having last year purchased rights with Premier League club Arsenal and been a primary sponsor of MBM Motorsports, with the paint job on Timmy Hill’s No 13 Toyota at the NASCAR Xfinity Series race last May. Coke’s Bodyarmour brand held UFC rights in the sports drink category since 2017. With the Prime deal, UFC continue to monetize the beverage category. Monster Energy has rights in the MMA circuit’s energy drink and water category; Jose Cuervo is UFC’s “official tequila partner”; there’s also New Amsterdam’s Wild Card vodka-based RTD beverages; Howler Head banana-flavored bourbon, the “official flavored whiskey partner;" and Constellation Brands' Modelo beer.

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