WWE has long been synonymous with blockbuster shows, lucrative deals, and high-profile sponsorships, cementing its status as one of the most successful promotions in the industry.

The recent merger with UFC’s parent company, Endeavour, aimed at listing on the NYSE, reflects WWE’s commitment to maximizing profits and driving company growth to new heights.

Under McMahon’s leadership, WWE has typically steered clear of advertising sponsors in the ringside, preferring an unbranded look in the ring mat and arena. However, a groundbreaking announcement has shaken up tradition.

On a recent episode of Friday Night SmackDown, Logan Paul made waves by declaring his Prime Energy Drink as WWE’s official partner. This marked WWE’s first-ever sponsorship branding on the middle of the ring, signaling a significant shift in strategy.

In an official statement, WWE revealed that Logan Paul and KSI’s widely popular PRIME would be the official hydration drink partner, prominently featured in the center of the ring during Premium Live Events.

The partnership extends beyond mere branding, with PRIME slated to be showcased at major events like WrestleMania XL and Survivor Series, as well as participating in match sponsorships, co-presenter designations, live events, and digital activations.

The collaboration marks a milestone as PRIME Hydration becomes the first official partner to be active across both TKO Companies—UFC and WWE. WWE’s Chief Corporate Officer, Triple H, expressed his excitement for the partnership, highlighting PRIME’s disruptive presence in the beverage industry and its potential to enhance WWE’s biggest events.

Logan Paul, Co-Founder of PRIME, expressed gratitude for the partnership, emphasizing the dream-like fusion of his achievements. The collaboration signifies a powerful synergy between two global brands, poised to make waves in both the sports entertainment and beverage industries.