PRIME Hydration, co-founded by YouTubers Logan Paul and KSI has taken over beverage sales worldwide. The sports drink launched by the duo sold out the minute it hit store shelves. And over time, the brand’s popularity and success have continued to soar to new heights.
The former YouTube boxing opponents managed to successfully turn their rivalry into a lucrative business relationship with PRIME. Now, in February 2023, Logan Paul revealed that PRIME had successfully conquered yet another financial milestone.
Logan Paul revealed that Prime Hydration did $250 million in retail sales in its first year pic.twitter.com/Z6mxPnvYpL
— Dexerto (@Dexerto) February 15, 2023
On the Australian radio show, Kyle and Jackie O, Paul revealed PRIME’s sales in its first year. Paul said, “In year one, we cleared $110 million in retail sales. Sorry, $250 million in retail sales. $110 million gross internally. In January of this year, we did $45 million.” These sales figures shocked the radio show hosts. And all KSI could do was laugh bashfully as his business partner flaunted the success of PRIME.
PRIME’s main competitor, Gatorade generated $1 billion in retail sales last year. And it seems PRIME does have some ways to go before it competes with Gatorade. But generating a quarter of a billion dollars in the first year of launch is quite impressive.
Earning nearly a sixth of that revenue in the first month of the following year is even more commendable. So Logan Paul and KSI’s sports drink may just end up dwarfing the sales of its competitors in the near future.
Logan Paul and PRIME’s UFC deal
The success of PRIME Hydration doesn’t end with its retail sales figures. Premier League table toppers, Arsenal FC, even made it their official sports drink. On January 31, co-founder Logan Paul announced on social media that PRIME was now the official sports drink of the UFC. He wrote, “Prime just became the Official Sports Drink of @UFC.” A press release from the UFC then revealed the exact details of the deal.
Prime just became the Official Sports Drink of @UFC pic.twitter.com/T6Mdoo7hLY
— Logan Paul (@LoganPaul) January 31, 2023
This deal with PRIME replaced the long-standing deal the UFC had with Body Armor, a sports drink produced by Coca-Cola Co. The first major change brought about by this deal was the removal of the blue and red corners of the Octagon. These ends would now be called “PRIME Hydration Recovery Zones.”
PRIME now also endorses everything under the UFC. This includes but is not limited to Fight Nights, monthly pay-per-views, and Dana White’s Contender Series. No details revolving around the deal’s fiscal value have been revealed. The success PRIME has achieved in only a year of launch is virtually unheard of. But this can be attributed to The Maverick and KSI’s marketing and promotional acumen.
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