Logan Paul's Prime hydration and energy drink has become an official partner of WWE and set a record and a big change to the wrestling ring in the process.
The drinks company was founded in early 2022 by Paul and fellow YouTuber and boxer KSI, as the pair aimed to create a product that rivals the likes of Red Bull and Monster.
Since then, it has appeared in supermarkets across America and the UK and most of us have probably tried one of the many flavours on offer out of curiosity, though is has ended up being banned in schools in many countries over its high caffeine levels and it's fair to say it has certainly divided opinions.
Whatever your view on Prime, it's certainly here and does not seem to be struggling to gain popularity, and its latest announcement seems to cement it is here to stay.
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Prime has now become the exclusive official hydration drink partner of WWE and has also become the first to ever appear on the centre of the company's wrestling ring.
It means the energy drink's branding will appear at WWE's premium events, such as Wrestlemania XL and Money In The Bank.
For those of us who watched wrestling back in the day, when it was still called WWF, Triple H is now the company's chief content officer.
His real name is Paul Levesque and said: "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."
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As well as becoming the first ever partner to appear on the canvas of a WWE ring, it has become the largest sponsorship deal in the wrestling company's history.
Paul said: "Combining two of my greatest achievements into one knockout partnership is a dream come true.
"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.
"Thank you to everyone on both sides who have played an important role in bringing Prime Hydration to the ring."
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Prime made total sales of $1.2bn in 2023 and has the likes of Erling Haaland and Alisha Lehmann as ambassadors, while it also has sponsorship agreements with Arsenal, Bayern Munich and Barcelona.
Topics: Logan Paul, WWE, WWE Smackdown