Ultimate Fighting Championship (UFC) fighters Israel Adesanya and Alex Volkanovski have become the first athletes sponsored by sports drinks brand Prime.
- Adesanya and Volkanovski become first athletes sponsored by drinks brand
- Prime co-founded by social media influencers JJ ‘KSI’ Olatunji and Logan Paul
The UFC already has a global marketing partnership with Prime and the brand is also a sponsor of English soccer giants Arsenal. It has been hugely popular since its launch, with Paul revealing the company achieved more than US$250 million in retail sales during its first year.
Prime co-founder KSI has already asked fans for suggestions regarding possible athletes to sponsor, indicating the brand will look to expand its roster.