Logan Paul’s Los Angeles Lakers deal is a slam dunk for Prime Hydration

It’s time to add the Los Angeles Lakers to the list of sports franchises that have inked deals with Prime Hydration. The yellow-and-gold NBA squad has named Logan Paul and KSI‘s beverage as its official sports drink.

Paul announced the deal with an Instagram post that shows him dunking a basketball while wearing a Lakers jersey. “Get ready L.A.,” the post reads, “PRIME Hydration is the new Official Sports Drink of the Los Angeles Lakers.”

Prime’s co-founders — who are prominent social media personalities and former boxing rivals — launched their beverage brand in 2022, catalyzing a wave of creator-led product lines. Prime’s marketing strategy has revolved around the world of professional sports. By inking deals with English soccer club Arsenal, NASCAR driver Timmy Hill, and the UFC, Paul and KSI have ensured that their buzzy beverage will continue to fly off the shelves. Last November, Prime announced that it was set to surpass $1.2 billion in sales.

In one sense, a deal with the Lakers is just another partnership for a brand that has inked plenty of them over the past year in change. But Prime’s latest agreement also comes with an added bonus for Paul and KSI: It gives them an additional connection to Lakers star LeBron James

, who has been courted by the creator community thanks to his interesting in streaming.

Paul and James, both of whom are natives of the Cleveland metropolitan area, could soon meet in a venue that doesn’t involve any Lakers jerseys. As Paul’s wrestling career takes off, the WWE is bringing its annual Summer Slam back to Cleveland for the first time since 1996. Paul has suggested that he and James might get into the ring together. Of course, he says a lot of stuff, so I’ll wait for the official announcement before I buy into the Logan/LeBron collab hype.

In the meantime, Laker fans can look for Prime bottles during games at Crypto.com Arena. Given how scarce inventory is at some grocery stores, the arena may be the easiest place for Angelenos to find Prime.