Prime to feature logo on centre of WWE ring

World Wrestling Entertainment (WWE) and Prime have inked a global partnership, with the energy drink brand becoming the first to prominently display its logo at the centre of the WWE ring.

Prime, co-founded by internet personalities-turned-boxers KSI and Logan Paul, will serve as the exclusive official hydration drink partner of WWE. The collaboration will see Prime’s logo featured prominently on the centre mat at premium live events (PLEs) including WrestleMania and Money In The Bank.

In addition to centre mat branding, Prime will enjoy key brand placement within iconic WWE events such as WrestleMania XL and Survivor Series. The partnership will extend to match sponsorships, co-presenter designations at future PLEs, product activations at live events, and social support from WWE Superstars across retail and digital platforms.

“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.

This deal positions Prime as the first official partner to activate across both TKO companies, following its earlier agreement with mixed martial arts promotion Ultimate Fighting Championship (UFC) in January 2023.

The partnership between WWE and Prime comes on the heels of TKO’s move to combine WWE and UFC’s commercial teams into a unified unit with a cohesive sponsorship strategy.

“We’ve worked incredibly hard at Prime to build a brand that disrupts the beverage industry and it’s time to join forces with the global leader in sports entertainment,” Prime co-founder Paul enthused.

Prime’s growing portfolio of sports sponsorship deals includes partnerships with renowned European soccer clubs such as Arsenal, Barcelona and Bayern Munich, further solidifying its presence in the sports industry.