The controversial and occasionally hyper-caffeinated juggernaut that is Logan Paul and KSI’s beverage brand, PRIME, is getting another major celebrity sponsor in Grammy-Award winning Mexican singer Peso Pluma.
The viral, influencer-driven company announced the news in a press release on Wednesday, praising Pluma as a globally recognized artist and “one of the largest names in Latin America.”
Pluma, originally from Guadalajara, Mexico, boasts over 52 million Spotify listeners. He has also topped many Billboard charts and won a GRAMMY Award for Best Música Mexicana Album in 2024.
As the press release details, Pluma is “a one-of-a-kind artist who has skyrocketed to global stardom by creating unique songs across multiple genres.”
The statement adds, “His raspy and unique voice has taken the music industry by storm and he has broken countless records, including having recently dominated two weekends on Coachella’s main stage, performing at the 2024 Latin American Music Awards where he took home two awards, and presenting at the 2024 iHeart Awards where he nabbed four trophies.”
In addition, last year Peso Pluma launched Double P Records, his own record label where he “cultivates additional musica Mexicana artists and serves as head of A&R.”
PRIME has certainly been attracting big celebrity names from the worlds of sports and entertainment lately — with big names like Patrick Mahomes, Aaron Judge, Israel Adesanya, Tyreek Hill, Kyle Larson and Alisha Lehmann all linked to sponsorship deals.
PRIME markets itself as “a global lifestyle beverage brand focused on providing better fuel for any endeavor.” Its most popular line is PRIME Hydration, a sports drink that combines zany names and flavors with coconut water and other sports drink staples like electrolytes and antioxidants. It has become a massively popular must-have drink, even as it courts controversy with recent lawsuits and a U.S. government investigation request.
So what's the controversy with PRIME beverages?
PRIME Hydration has also been the subject of a recent lawsuit that alleges third party independent testing revealed PFA “forever chemicals” in its grape flavor of the drink.
The company also makes PRIME Energy, a highly caffeinated energy drink. This beverage line also faces controversy, as Prime claims not to market this product to kids, but Senator Charles Schumer, D-N.Y., felt otherwise and called on the Food and Drug Administration (FDA) to investigate Prime energy drinks last year for its marketing practices and dangerously high caffeine levels.
Another recent lawsuit alleges the caffeine levels found in a serving size is even higher than the numbers advertised on the can.
Regardless, the PRIME brand remains enormously successful, generating $250 million in retail sales in its first year of release and reaching $1.2 billion in internal sales by the close of 2023.
Adding Peso Pluma to its impressive list of PRIME artists will undoubtedly lead to even more growth for the company. And that's news that Logan Paul and KSI might not even need to drink a can of PRIME energy to get hyped about.
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