After $250M in Retail Sales, Prime Hydration Looks to Youth Sports

Logan Paul and KSI’s energy drink brand Prime Hydration have signed a new six-figure deal with Base Sports Group to expand the drink’s presence in youth sports. 

Base, a sponsorships sales agency, is planning brand activations for Prime at 60 youth sports events to reach more than 1.2 million consumers. After signing deals over the past year with professional organizations UFC and Arsenal FC, Prime will now promote its drinks directly to its targeted youth consumers through both digital and on-site activations at sports events.

Over the past four weeks, Prime has generated $51.7M to rank sixth in sports drink sales in the U.S., according to market research data cited by Darren Rovell. Gatorade’s $263.5M holds the top spot by a wide margin followed by Gatorade Zero, BodyArmor, Gatorade Frost, and Powerade.

Prime was founded in 2022 and made $250 million in retail sales in its first year, Paul said. KSI and Paul first leveraged their internet personalities to host celebrity boxing matches against each other before meeting outside the ring to form Prime Hydration.

“PRIME will be connecting directly with tens of thousands of youth athletes – offering them a better alternative to the sugary sports drinks of the past,” Base co-founder Carrie Gamper said in a statement. “We look forward to continuing to grow our partnership with PRIME, elevating onsite experiences for athletes at youth sports events, and connecting PRIME directly with their core consumer.”