Israel Adesanya and Alexander Volkanovski have inked sponsorship deals with PRIME.
In a surprising turn of events, Logan Paul captured headlines last week as footage emerged of him engaging in wrestling training sessions with UFC champions Alexander Volkanovski and Israel Adesanya.
As an accomplished high-school wrestler and avid MMA enthusiast, Paul had previously expressed his interest in potentially crossing over into the UFC. However, he revealed an additional twist to the story on Sunday when he announced the signing of both Volkanovski and Adesanya to sponsorship deals with his drink company, PRIME.
Founded in 2022 by Paul and KSI, PRIME Hydration quickly gained traction and became a sensation in the market. Reports suggest that the company has generated an astonishing $250 million in retail sales since its inception.
Earlier this year, PRIME Hydration took its first steps into the realm of MMA by securing a deal with the UFC as the "Official Sports Drink of UFC" and an official partner of the UFC Performance Institute. This collaboration involves various branded integrations, most notably the renaming of UFC corners as the "PRIME Hydration Recovery Zones." Moreover, PRIME has also established sponsorship agreements in other prominent sporting arenas such as NASCAR and the Premier League.
Alexander Volkanovski, who has held the UFC featherweight championship since 2019, boasts an impressive track record with four successful title defences under his belt. Although he recently faced a setback in his pursuit of the lightweight title, suffering a unanimous decision loss to Islam Makhachev at UFC 284, Volkanovski is gearing up for his upcoming featherweight title defence.
The signing of Volkanovski and Adesanya by PRIME signifies the company's strategic expansion and commitment to further penetrate the world of combat sports. As Logan Paul continues to make waves in both the entertainment and athletic realms, his venture into the business side of MMA showcases the lucrative opportunities arising from the intersection of internet stardom, combat sports, and brand partnerships.