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Prime names UFC’s Israel Adesanya and Alex Volkanovski as first sponsored athletes

UFC champions sign on with KSI and Logan Paul's drinks brand.

6 June 2023 Josh Sim

Getty Images

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.


Coming next:

Prime co-founder KSI has already asked fans for suggestions regarding possible athletes to sponsor, indicating the brand will look to expand its roster.

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