WWE & Prime reach first-ever center of the ring sponsorship deal

WWE and Logan Paul’s Prime have announced a sponsorship deal that places the Prime logo on the center of the ring for premium live events.

Beginning at WrestleMania 40, the Primelogo will be in the center of the ring for all WWE PLEs, the first time that WWE has sold advertising on its ring mat.

A press release trumpets Prime as WWE’s “Official Hydration Drink Partner,” a distinction it also holds for fellow TKO Group Holdings company UFC. 

Paul made the announcement himself in a segment on Friday’s WWE SmackDown episode, unveiling a sample of what fans can expect:

Prime co-founder KSI also made an appearance in the SmackDown segment, eating an RKO from Randy Orton. Paul vs. Orton has been teased as a potential WrestleMania 40 bout. 

Another aspect of the sponsorship deal will feature WWE talent promoting Prime on social media, in retail and digital ads for the drink, plus Prime placement at WWE events.

The official press release from WWE and PRIME: 

WWE & PRIME HYDRATION STRIKE RECORD-SETTING GLOBAL PARTNERSHIP FEATURING FIRST-EVER RING MAT BRANDING

WWE, part of TKO Group Holdings (NYSE: TKO), and Logan Paul and KSI’s widely popular beverage brand PRIME today struck a record-setting global partnership that will see PRIME Hydration become the exclusive “Official Hydration Drink Partner” of WWE and the first partner to ever appear on the center of the WWE ring.

As WWE’s exclusive “Official Hydration Drink Partner,” PRIME Hydration will receive unprecedented exposure and integration within key WWE assets, highlighted by never-before-seen center mat branding at Premium Live Events (PLEs) such as WrestleMania and Money In The Bank.

Further, PRIME Hydration will earn 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, social support from WWE Superstars across retail and digital activations, and more.

Additionally, PRIME Hydration will be the first official partner to activate across both TKO companies. In January 2023, UFC struck an exclusive global partnership with PRIME Hydration that features a number of branded integrations and entitlements, including the Official Hydration Drink of UFC and Official Partner of the UFC Performance Institute.