UFC President Dana White has teamed up with Anheuser-Busch to launch Phorm Energy, a new caffeinated beverage hitting shelves nationwide. This collaboration raises questions about the future of UFC’s existing partnership with Prime, the popular sports drink created by Logan Paul and KSI.
The new energy drink, launching Wednesday, marks Anheuser-Busch’s latest attempt to diversify beyond traditional beverages and capture a share of the booming energy drink market, currently valued at $24 billion and projected to reach $33 billion within five years.
Phorm Energy offers zero sugar, no artificial flavors, electrolytes, and natural caffeine from green tea extract. Available in four varieties – grape, orange, blue, and “Screamin’ Freedom” (a mixture of blueberry, cherry, and citrus) – each 16-ounce can retails for $2.99.
This move deepens the relationship between White and Anheuser-Busch, which began in 2023 when Bud Light became UFC’s official sponsor. The beverage giant has partnered with both White and 1st Phorm for this new venture.
Industry expert Jenn Litz-Kirk, director of content for Beer Business Daily, described the move as a “no-brainer” for Anheuser-Busch. “The energy segment is hot, and it’s a high-margin proposition for both retailers and distributors,” she noted, adding that White’s involvement provides appeal to energy drink consumers, especially given UFC’s growing popularity and White’s massive social media following of 10 million on Instagram.
There’s another factor – Dana White is pushing Phorm Energy with $BUD while having the UFC promote $MNST. “Monster has been an incredible partner to work with over the years,” said UFC President and CEO Dana White.
What made the partnership unique was Monster’s approach to athlete sponsorship. While the UFC initially wanted Monster’s logo to appear on every kit, similar to previous arrangements with Reebok and now with Venom, Monster had a different vision.
The timing is particularly interesting given UFC’s existing “multi-year global marketing partnership” with Prime, announced in January 2023. That deal made Prime the “Official Global Sports Drink of UFC,” with extensive integrations including broadcast features and prominent branding inside the Octagon during UFC events.
When that partnership was announced, Dana White himself stated: “Logan and KSI have worked hard to build PRIME into the best-tasting, hottest sports drink on the market. With their massive social media following and UFC’s global reach, we’re going to get the PRIME brand in front of hundreds of millions of fans all over the world.”
The Prime partnership also includes collaborative content distributed through social media channels and branding in the Octagon’s “Red” and “Blue” corners, renamed as “PRIME Hydration Recovery Zones.”
Neither UFC nor representatives for Logan Paul and KSI have commented on how White’s new venture might affect the existing Prime partnership. Sports marketing analysts suggest this could create potential conflicts of interest, as White would now be promoting two competing beverage brands simultaneously.
The energy drink market has been a battleground for beverage giants seeking growth beyond traditional categories. Molson Coors recently purchased a majority stake in Zoa, co-founded by Dwayne “The Rock” Johnson, while Anheuser-Busch has had mixed results with previous ventures like Hiball and Ghost.
