WrestleMania 40 is set to make history this weekend with a groundbreaking sponsorship deal that will see a brand’s logo displayed in the center of a WWE ring for the first time ever.
Prime Hydration, the brainchild of Logan Paul and KSI, will have their bottle logo prominently featured in the squared circle as part of a two-year partnership agreement to become the “Official Hydration Drink Partner” of WWE.
This sponsorship deal includes having the Prime logo showcased during major Premium Live events such as WrestleMania, Money In The Bank, SummerSlam, Survivor Series, and Royal Rumble. The significance of seeing the Prime logo in the ring at WrestleMania 40 cannot be understated, especially considering the strict policy enforced by former WWE chief Vince McMahon, who insisted on having a clean mat for all events during his tenure.
This landmark deal marks a new era for WWE ownership, particularly with the recent merger with UFC to form TKO Group Holdings. Prime had previously secured a sponsorship deal with UFC in January 2023, solidifying their presence in the world of combat sports.
While specific financial terms of the sponsorship deal have not been disclosed, it has been reported that the agreement is for an “eight-figure sum.” The Wall Street Journal announced the deal as a record-setting global partnership between WWE and Prime Hydration.
Under the TKO umbrella, WWE is striving to catch up with UFC in terms of sponsorship revenue, with UFC generating close to $50 million in sponsorship revenue during the last quarter of 2023 compared to WWE’s $15 million.
WWE COO Paul ‘Triple H’ Levesque expressed excitement about the partnership, stating, “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.”
Meanwhile, Prime co-founder and WWE Superstar Logan Paul enthusiastically commented, “Combining two of my greatest achievements into one knockout partnership is a dream come true.”
