National Basketball Association (NBA) franchise the Los Angeles Lakers have partnered with energy drink brand Prime Hydration.

Prime, co-founded by internet personalities-turned-boxers KSI and Logan Paul, will serve as the official sports drink of the Lakers.


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YouTubers Paul and KSI launched the brand in 2022, and it became the most-sold sports and hydration drink at the US' Walmart supermarket in January of this year.

Earlier this week, the World Wrestling Entertainment promotion and Prime agreed a global partnership that will see the energy drink brand become the first to have its logo feature on the center of the WWE ring.

Prime will serve as the exclusive official hydration drink partner of WWE and have center mat branding at premium live events such as WrestleMania and Money In The Bank.

Prime also has several major sports sponsorship deals, including with the likes of European soccer giants Arsenal, Barcelona, and Bayern Munich.

The Lakers, meanwhile, currently sit ninth in the NBA's Western Conference, with the 2023-24 NBA regular season set to end on April 14.