I used to think Jake and Logan Paul were headed for a fight against each other in the boxing ring. But now that Logan has focused on being a star in the WWE, the Paul bros battles will be even more intense, but not in the ring. They will be going head to head in the cutthroat world of energy drinks.
Logan’s energy water, Prime, is already the drink of choice of millions of teens. There’s a frenzy in Europe with school-aged kids trying to get their hands on the drink, which became more popular after Prime partnered with the UFC.
Celsius energy drink recently unveiled Jake Paul as its newest brand ambassador, and this battle will be intense.
Here are some of the details of the deal. Celsius gets branding space on Paul’s fight attire and will feature Paul in an extensive promotional campaign for new products, digital content, and events.
Celsius CEO John Fieldly claims he was interested in bringing Paul on board because of his advocacy for increased fighter pay in the UFC. That’s fine, but Paul’s following might have been the more significant reason.
While this seems similar to what Logan Paul did with Prime, these are entirely different deals. Logan Paul founded Prime with KSI. They own the brand.
PepsiCo pumped over half a billion dollars into Celsius in exchange for preferred stock, and it is an established brand with sponsorship deals in place with NASCAR and others.
But it’s two big-time energy drinks being promoted by two promotional machines, and the sales are guaranteed to be huge.
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