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. More from VarietyWith 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. WWE’s new deal with Prime comes after UFC in January 2023 struck an exclusive global partnership with the drink brand. TKO’s deal WWE “Raw” deal with Netflix has an initial 10-year term for an aggregate rights fee of more than $5 billion, or $500 million annually.

Source: Los Angeles Times March 10, 2024 01:14 UTC