PRIME has quickly become one of the top energy and hydration drinks around the world. Created by former rivals turned business partners Logan Paul and KSI, PRIME has partnered with some of the top athletes and biggest sports franchises today — including Patrick Mahomes, the WWE and the Los Angeles Lakers. Who else is riding with PRIME? Let’s take a look…
KSI and Logan Paul
In 2022, Logan Paul and KSI released PRIME Hydration. Currently, the company also sells energy drinks. In 2023, the company reportedly sold over $1.2 billion worth of products. Both Paul and KSI have large audiences and parlayed their followings into a successful brand. KSI is the CEO of Misfits Boxing and a founding member of the Sidemen — the UK’s most popular YouTube group. Paul is one of the highest-paid influencers in the world and is a rising star in the WWE — having recently performed at WrestleMania 40.
Aaron Judge
In April 2024, Aaron Judge officially signed on as a PRIME Hydration athlete. The 2022 American League MVP is one of the best players in baseball and has a contract to back it up. Following his historic ’22 season in which he hit an AL-record 62 home runs, Judge signed a 9-year/$360 million contract to stay with the New York Yankees. Through his first eight seasons, Judge is a five-time All-Star and also owns a Home Run Derby title.
Patrick Mahomes
The NFL’s best player is another big name acting as a spokesperson for PRIME. Mahomes linked up with the company in 2023 and went on to win his third Super Bowl just a few months later. The iconic quarterback has been named to the Pro Bowl all six years since becoming the starting quarterback for the Kansas City Chiefs. Additionally, Mahomes has taken home two MVPs and has led the Chiefs to three Super Bowl victories.
Erling Haaland
For those who are not familiar with football that isn’t American, meet Erling Haaland — one of the greatest soccer players in the world. The Norwegian striker plays for Manchester City where he set a Premier League record with 36 goals last season and helped City win a historic treble — winning the Premier League, FA Cup and Champions League. Haaland and PRIME announced their partnership in August 2023.
Cody Rhodes
On April 6, PRIME announced that Cody Rhodes had become the latest athlete to join the company. One night later, Rhodes would ‘finish his story’ and defeat Roman Reigns in the main event of WrestleMania XL to become the Undisputed WWE Universal Champion. Viewed as one of the top wrestlers in the world, Rhodes has quickly become one of the most popular stars in the WWE since returning to the company in 2022. Known as The American Nightmare, Rhodes will likely be a central figure for PRIME as a result of sharing the ring with Logan Paul in the WWE.
Alisha Lehmann
In September 2023, Alisha Lehmann became the first female athlete to sign with PRIME. Not only does Lehmann have a massive social media following — with nearly 17 million followers on Instagram — but she is an accomplished footballer. The Swiss international has played in the Women’s Super League since 2018. After a stint with West Ham United, Lehmann joined Aston Villa in 2021. Since that time, the star has bagged seven goals — while also scoring eight times for Switzerland.
Auston Matthews
From MLB to the NFL to WWE to soccer to the NHL — PRIME is everywhere. One of the best American-born hockey players in the NHL, Auston Matthews currently stars for the Toronto Maple Leafs. Matthews has led the NHL in goals three times. In ’24, the 26-year-old set a career-high with 69 goals and added 38 assists.
Israel Adesanya
The Stylebender is also a member of PRIME. One of the UFC’s top fighters, Israel Adesanya has built a devout fanbase through his fighting ability and flair. Currently ranked No. 2 in the UFC middleweight rankings, Adesanya is a former two-time Middleweight Champion — most recently holding the belt in September 2023. Overall, Adesanya holds a record of 24-3.
Alexander Volkanovski
The Stylebender isn’t the only former UFC champion signed to PRIME. Alexander Volkanovski, often referred to as Volk, hails from Australia. He holds a 26-4 record in mixed martial arts but has lost three of his last four fights. The former UFC Featherweight Champion, Volk lost the title in February 2024. The two other recent losses he suffered came in the Lightweight division — losing twice to Islam Makhachev.
Rafael Leão
Rafael Leão is a rising star in the footballing world. In his mid-20s, Leão has featured for Italian giants AC Milan since 2019. Leão plays striker for the historic club and has netted over 40 goals during his time with the team. On an international level, Leão represents Portugal. He made his first appearance with the national team and has scored four goals thus far. The talented striker figures to play an important role for Portugal in the upcoming Euro 2024 tournament.
Devin Haney
25-year-old boxing sensation Devin Haney inked a deal with PRIME earlier in 2024. The California native began his career 31-0 with 15 knockout victories. He currently holds the WBC super lightweight title and holds wins over Vasiliy Lomachenko and George Kambosos Jr. On April 20, 2024, Haney was defeated by Ryan Garcia in a 12-round bout but did not have to relinquish his title due to Garcia missing weight. Haney’s camp has since tried to get the result reversed due to Garcia missing weight and an alleged use of PEDs.
Dricus du Plessis
It seems pretty clear at this point, PRIME and the UFC have a good partnership. Dricus du Plessis is the current UFC Middleweight Champion. With his split-decision win over Sean Strickland in January 2024, du Plessis won the title and became the first South African champion in UFC history. du Plessis holds a 21-2 record in mixed martial arts and is a perfect 7-0 in UFC fights.
Shakur Stevenson
Both KSI and Logan Paul have been involved in boxing matches — including against each other — so it shouldn’t be too surprising to see multiple boxers under the PRIME banner. Shakur Stevenson has been a world champion in multiple weight classes — super featherweight, featherweight, and lightweight. In 2016, Stevenson won a silver medal at the Rio Olympics. In November 2023, Stevenson defeated Edwin De Los Santos to win the vacant WBC Lightweight title.
Bud Crawford
Terence ‘Bud’ Crawford is a monster in the ring. Like Stevenson, Crawford has been a world champion in three weight classes — lightweight, light welterweight and welterweight. Bud currently holds the World Boxing Association (WBA), World Boxing Council (WBC), and World Boxing Organization (WBO) welterweight titles. Bud is widely considered the best pound-for-pound boxer in the world right now.
Los Angeles Dodgers
In March of 2023, PRIME became the official sports drink of one of America’s most valuable franchises — the Los Angeles Dodgers. KSI and Logan Paul were welcomed to Dodger Stadium to throw out the ceremonial first pitch, and their product can now be found throughout the stadium — as well as in stores with special Dodger-centric bottles of PRIME.
Los Angeles Lakers
One year after the Dodgers announced a deal with PRIME, the Los Angeles Lakers joined in on the fun. The NBA’s premier franchise announced that PRIME Hydration would be the official sports drink of the Lakers. When watching a Lakers game it is not hard to see PRIME on the sidelines — whether it be branded on water jugs or towels. To secure deals with Los Angeles’ two biggest franchises is quite an accomplishment.
FC Barcelona
Closer to KSI’s home country of England, PRIME signed a handful of deals with some of Europe’s biggest football clubs — including FC Barcelona. On July 1, 2023, Barca announced that it had signed a three-year pact with PRIME that would see the company become the team’s official hydration partner. Often regarded as the biggest football club in the world, Barca has won 27 La Liga titles, five Champions League titles, and three FIFA Club World Cups.
WWE
Not only is Logan Paul a star performer in the WWE, but he was able to secure a deal between PRIME and the WWE, as well. In March 2024, WWE announced that it struck a “record-setting” deal with PRIME that would see the sports drink become the first-ever brand logo to appear in the center of the wrestling mat. WrestleMania XL — the biggest event in company history — marked the first time the PRIME logo appeared in the center of the ring. Moving forward, the logo will be present for all PLEs (premium live events) for the next two years.
UFC
Not too long before PRIME and WWE reached a deal, PRIME partnered with UFC. Like the other major organizations and franchises we’ve talked about thus far, PRIME became the official sports drink of UFC. The logo can often be seen on the mat of the octagon and on the fence posts that hold the cage together. The deal between PRIME and UFC is said to be a three-year pact.
Bayern Munich
PRIME not only secured a deal with Spain’s biggest football club but also partnered with Germany’s most iconic team — Bayern Munich. Bayern is a 33-time German champion and one of the world’s biggest clubs. The deal will see PRIME Hydration sold exclusively at the Allianz Arena on match days and FC Bayern X PRIME limited-edition bottles are set to be sold in retail stores around Germany.
Arsenal FC
In July of 2022, PRIME struck a deal with Arsenal FC — KSI’s childhood team. In addition to being the official hydration partner of Arsenal, PRIME is available throughout Emirates Stadium during matches. Notably, Kim Kardashian shared an image of her and her son on Instagram attending an Arsenal game. In her son’s hand? A PRIME bottle.
Borussia Dortmund
Not to be outdone by their chief rival Bayern Munich, Borussia Dortmund also inked a deal with PRIME for the company to become the official hydration partner of the club. In a statement announcing the deal, Dortmund’s Chief Marketing Officer elaborated on the club’s decision:
“BVB is very excited and proud that two ambitious brands have joined forces. Prime is an upcoming brand with popular products, especially for younger people – a significant target audience for BVB to manifest its continuous growth. Therefore, we’re convinced that both brands will benefit tremendously through this partnership. BVB on the one hand will help Prime to conquer the German market and beyond whereas Prime will further elevate BVB’s brand especially in the US, its home market.”
Toronto Raptors
On April 2, 2024, the Toronto Raptors became the second NBA team to partner with PRIME. In the months leading up to the announcement both Paul and KSI attended a home game and were seen around town. The deal with the Raptors marked PRIME’s second deal with a Toronto-based entity — following its partnership with Auston Matthews of the Toronto Maple Leafs.
Kings League
PRIME didn’t stop looking for deals in Spain after partnering with FC Barcelona. The sports drink giant also teamed up with the Kings League — a seven-a-side football league in Barcelona that was established in 2022 by footballing legend Gerard Pique. In 2023, a sister competition — Queens League — was introduced.
Kyle Larson
Earlier this year, PRIME joined the world of NASCAR when it became a sponsor for Kyle Larson. Currently competing in the NASCAR Cup Series, Larson has won 24 races in NASCAR and also has the claim of being the 2021 NASCAR Cup Series Champion. Additionally, Larson won the 2022 Daytona 500.