The World Wrestling Entertainment (WWE) and Prime have agreed a global partnership that will see the energy drink brand become the first to have its logo feature on the center 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 and have center mat branding at premium live events (PLEs) such as WrestleMania and Money In The Bank.

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Prime will also have key brand placement within WWE events including WrestleMania XL and Survivor Series, match sponsorships, co-presenter designations at future PLEs, product activations at live events, and social support from WWE Superstars across retail and digital activations.

WWE chief content officer Paul Levesque 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.”

Prime co-founder Paul added: “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.”

The deal makes Prime the first official partner to activate across both TKO companies, having signed with mixed martial arts promotion Ultimate Fighting Championship (UFC) in January 2023.

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This comes after TKO combined WWE and UFC’s commercial teams in January this year into one unit with a unified sponsorship strategy.

Prime has several major sports sponsorship deals with the likes of European soccer giants Arsenal, Barcelona, and Bayern Munich.

Meanwhile, last week, it was announced that Vince McMahon, founder of the WWE, will sell more than $400 million of his stock in TKO Group.

Endeavor, owners of TKO, is reportedly looking to free itself of association with McMahon in all capacities, with the WWE founder a controversial figure, having already been embroiled in several high-profile lawsuits over the years.