If you’ve spent time in a Circle K, 7-Eleven, Costco, Walmart, Loblaws, Sobeys or Metro in the past two years (and who hasn’t?), chances are good you’ve seen the proliferation of Prime Hydration. The “lifestyle beverage brand,” started by influencers Logan Paul and KSI, first hit the market in 2022 and is quickly becoming ubiquitous. And for fans of the Toronto Raptors, it’s soon only going to seem even more prevalent.

Maple Leaf Sports & Entertainment (MLSE), which owns the Raps, has signed an exclusivity deal with Prime Hydration, making it the official sports drink of the franchise. As part of the deal, Prime Hydration will have sampling opportunities at select Raptors games, as well as an ongoing digital series for fans following along on social media. Prime Hydration will also have a presence inside and outside of Scotiabank Arena, with visibility on the home and away team benches, innovative in-venue signage and outdoor digital displays.

“As we continue to create innovative avenues for fan engagement, our new partnership with Prime Hydration and combined impact potential allows us to enrich the experience of even more fans and community members,” said Jordan Vader, senior vice president, global partnerships, MLSE. “Through community programming, as well as in-arena and digital experiences, we look forward to working with Prime Hydration as part of their world-class sports partnerships.”

That community programming Vader mentions will take the form of two feature programs focused on the development of basketball at the grassroots level. The Prime Hydration All-City Skill Competition will be a day-long event hosted at a local Toronto court where athletes can showcase their basketball skills on a significant platform. Prime Hydration will also be the presenting sponsor of the Raptors Basketball Academy, a unique week-long summer camp where participants will take part in on-court and off-court training sessions focusing on fundamental skills, game play, life skills and more.

The deal with Prime puts the Raptors in good company. The Los Angeles Lakers is, so far, the only other NBA team with Prime as their official sports beverage. Prime also recently became the official sports drink of the WWE, Arsensal, UFC, along with sponsoring a bevvy of individual athletes.