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PRIME Is Now The Official Sports Drink Of The UFC

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By Roger “Rock” Lockridge

On January 31st, 2023, Logan Paul announced on his Instagram page that PRIME Hydration, his PRIME sports drink is now the official sports drink of the Ultimate Fighting Championship (UFC). In the photo with the announcement, Paul and UFC President Dana White can be seen smiling while Paul is signing the contract.

The announcement was also the top banner on the Prime website. In another post, Prime made a statement along with the announcement.

“The new official Sports Drink of @UFC — we’re proud to announce PRIME will be fueling the world’s premiere mixed martial arts organization.”

The UFC released a statement to the media as well, and part of that can be seen below.

“PRIME will become the Official Global Sports Drink of UFC, providing the largest new entrant into the beverage industry with a wide range of integrations into key UFC assets, including every UFC Pay-Per-View and Fight Night, highlighted by broadcast features and never-before-seen branding inside the world-famous Octagon.”

Paul is co-owner of PRIME, along with his partner, KSI – the renowned YouTuber, boxer, and rapper. The collaboration has proved to serve them well because the drink has been on a meteoric rise since launching in January 2022.

The PRIME line started with hydration drinks, but they have since branched out to produce energy drinks and hydration powder sticks as well. The drinks are available in a variety of supermarkets in the US, including Kroger and Walmart locations as well as Circle K locations in Canada. They can also be purchased on the Prime website.

After several social media posts were made involving Paul, some fans had speculated that he was signing with the UFC as a fighter, but that is not the case. However, he did recently return to WWE at the 2023 Royal Rumble by participating in the Royal Rumble entrant. He was one of the final four men before being eliminated. His brother, Jake Paul, is still boxing and is set to take on Tommy Fury, the brother of boxing’s World Heavyweight Champion Tyson Fury in Saudi Arabia on February 26th.

There is no word on if Paul will have any other involvement with the UFC going forward, but his fans have become accustomed to expecting the unexpected, so anything is possible.

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