WWE strikes a new global partnership with Logan Paul and KSI’s PRIME Hydration beverage brand. The deal makes PRIME the exclusive “Official Hydration Drink Partner” of WWE and the first partner to have branding featured on the center of the wrestling ring mat at major events.

The agreement between WWE, part of the recently formed TKO Group Holdings, and PRIME Hydration was announced Thursday, March 8. It grants PRIME Hydration unprecedented exposure and integration across key WWE assets and live events.

WWE Taps Gen Z Audience With Logan Paul & KSI’s PRIME Hydration Partnership 

PRIME branding will appear in the center of the wrestling ring mat at WWE’s Premium Live Events like “WrestleMania” and “Money In The Bank” – a first for any sponsor. The beverage brand will also receive prominent advertisement through match sponsorships, event co-presenter designations, product activations, and support from WWE stars on social media and at retail.

“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,” said WWE Chief Content Officer Paul Levesque, known as Triple H.

For PRIME co-founder Logan Paul, it represents a link-up of two major achievements. “Combining two of my greatest achievements into one knockout partnership is a dream come true,” said Paul, who has been with the WWE since 2022 and currently holds the “United States Championship” title. 

The deal further intertwines the operations of WWE and the UFC, which were united under the TKO Group Holdings umbrella in January 2023. PRIME already serves as the “Official Hydration Drink of UFC” after forming an exclusive partnership earlier this year. With the latest deal with WWE, TKO has merged the global partnerships teams across both companies.

Introduced by YouTube personalities Logan Paul and KSI in January 2022, PRIME Hydration markets itself as a sports drink with added nutritional benefits like BCAAs, antioxidants, and electrolytes. It is available in fruit flavors like grape, orange, and tropical punch. The brand’s coconut water-based beverages aim to “refresh, replenish, and refuel” active lifestyles.

“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,” Paul and KSI said at the time.   

The new WWE partnership represents a major marketing win for the upstart beverage company co-founded by the two YouTube influencers. As sponsors increasingly look to connect with younger audiences and expand their reach, the deal demonstrates the rising value of creator-led brands in mainstream advertising campaigns.

For WWE, teaming with PRIME allows the sports entertainment giant to reach Gen Z viewers through an authentic, creator-oriented brand popular with that demographic. The record-setting deal is a milestone for influencer marketing tactics at WWE’s highest level of live event production and broadcast integration.