Todd Spangler NY Digital Editor WWE has sold sponsorship rights to a prime piece of real estate: the center of its ring. On Friday, WWE announced a “record-setting” pact with Logan Paul and KSI’s Prime Hydration beverage brand to become the wrestling entertainment company’s exclusive “official hydration drink partner” and the first partner to ever appear on the center of the WWE ring.
With the deal, WWE is following the playbook of UFC, now its corporate cousin under TKO Group, formed last year in a merger engineered by UFC owner Endeavor.
Earlier this year, TKO brought together the global partnerships teams at UFC and WWE to form “a singular global partnerships unit with a unified sponsorship strategy,” the company said.
WWE’s new deal with Prime comes after UFC in January 2023 struck an exclusive global partnership with the drink brand. Paul, a digital influencer and wrestling pro, also has a talent deal to appear in WWE’s SmackDown.
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