WWE has bought sponsorship rights to a main piece of actual property: the middle of its ring.

On Friday, WWE introduced a “record-setting” pact with Logan Paul and KSI’s Prime Hydration beverage model to grow to be the wrestling leisure firm’s unique “official hydration drink accomplice” and the primary accomplice to ever seem on the middle of the WWE ring.

With the deal, WWE is following the playbook of UFC, now its company cousin below TKO Group, fashioned final yr in a merger engineered by UFC proprietor Endeavor. Earlier this yr, TKO introduced collectively the worldwide partnerships groups at UFC and WWE to type “a singular world partnerships unit with a unified sponsorship technique,” the corporate mentioned.

WWE’s new take care of Prime comes after UFC in January 2023 struck an unique world partnership with the drink model. Paul, a digital influencer and wrestling professional, additionally has a expertise deal to seem in WWE’s SmackDown.

Phrases of the WWE-Prime sponsorship deal weren’t disclosed. WWE mentioned Prime Hydration will obtain “unprecedented publicity and integration” together with on center-mat branding at premium stay occasions together with WrestleMania and Cash within the Financial institution together with “key model placement” inside WWE occasions together with WrestleMania XL and Survivor Collection, match sponsorships, co-presenter designations and product activations at future stay occasions, and social assist from WWE Superstars throughout retail and digital activations.

“What Logan and his crew have in-built a short while is phenomenal and we’re excited to assist showcase Prime Hydration throughout our greatest occasions,” WWE chief content material officer Paul “Triple H” Levesque mentioned.

Paul commented, “Combining two of my biggest achievements into one knockout partnership is a dream come true. We’ve labored extremely onerous at Prime to construct a model that disrupts the beverage business and it’s time to affix forces with the worldwide chief in sports activities leisure.” Paul co-founded Prime in 2022 with KSI, the British YouTuber, rapper, boxer and entrepreneur.

In January, TKO introduced 10-year take care of Netflix for WWE’s “Monday Night time Uncooked” that delivers a major step-up in charges for the franchise. TKO’s deal WWE “Uncooked” take care of Netflix has an preliminary 10-year time period for an mixture rights payment of greater than $5 billion, or $500 million yearly. That’s up from WWE’s present five-year deal for “Uncooked” with NBCUniversal, mentioned to be price roughly $250 million-$260 million per yr. Netflix has the choice to increase the pact for a further 10 years or to choose out after 5 years.

Individually, Netflix this week introduced its subsequent stay sports activities occasion that includes Jake Paul (Logan Paul’s brother) taking over former heavyweight champion Mike Tyson in a boxing match scheduled for July 20.