In a groundbreaking move, WWE has secured a "record-setting" partnership with Logan Paul and KSI's Prime Hydration beverage brand. The exclusive deal makes Prime Hydration the official hydration drink partner of WWE and the first brand to be featured in the center of the WWE ring.

Following its merger with UFC owner Endeavor last year, WWE is adopting a unified sponsorship strategy. This new agreement with Prime Hydration follows UFC's exclusive global partnership with the drink brand in January 2023.

The details of the sponsorship deal between WWE and Prime Hydration have not been disclosed. However, WWE has promised Prime Hydration "unprecedented exposure and integration." This includes center-mat branding at premium live events such as WrestleMania and Money in the Bank, as well as key brand placement within WWE events like WrestleMania XL and Survivor Series.

Furthermore, Prime Hydration will enjoy match sponsorships, co-presenter designations, and product activations at future live events. The brand will also receive support from WWE Superstars through social and digital activations.

WWE's Chief Content Officer, Paul "Triple H" Levesque, expressed excitement about showcasing Prime Hydration at their biggest events. Logan Paul, who is both a digital influencer and wrestling pro, shared his enthusiasm for the partnership, calling it a dream come true and an opportunity to combine two of his greatest achievements.

Prime Hydration was co-founded by Logan Paul and KSI, known for his work as a British YouTuber, rapper, boxer, and entrepreneur.

In another significant development, TKO Group, WWE's corporate cousin under the Endeavor umbrella, recently announced a 10-year deal with Netflix for WWE's "Monday Night Raw." This deal, which delivers an increased fees for the franchise, has an aggregate rights fee of over $5 billion, or $500 million annually. It surpasses WWE's previous deal with NBCUniversal for "Raw," which was reportedly valued at around $250 million-$260 million per year.

Netflix has the option to extend this partnership for an additional 10 years or opt out after five years. In the meantime, the streaming giant has also announced an upcoming live sports event featuring Jake Paul, the brother of Logan Paul. Jake Paul is set to face former heavyweight champion Mike Tyson in a boxing match scheduled for July 20.

With these recent developments, WWE continues to make strategic moves to secure high-profile partnerships and enhance its influence in the world of sports entertainment. The collaboration with Prime Hydration marks a significant step forward for both WWE and the beverage brand, paving the way for future collaborations and further brand exposure on a global scale.