Former YouTube boxing rivals Logan Paul and KSI have announced a new partnership with UFC President Dana White for their beverage company Prime Hydration to become a key sponsor.

Logan's brother Jake Paul has had a lengthy feud with White over fighter pay among other issues, but it hasn't deterred his older sibling from going into business with the UFC boss for his latest venture.

The drink has become a phenomenon with KSI and Paul's younger fans, as bottles fly off the shelves across the UK and America. And they will now look to move to a new level with major deals inked as sponsors for Premier League leaders Arsenal and MMA's No.1 promotion the UFC.

"I've been a fan of UFC for as long as I can remember," Paul said in a statement yesterday. "So having the opportunity to partner with them and amplify the PRIME brand is a check off the bucket list. Together, we are a global powerhouse nd this collaboration is sure to extend far beyond the Octagon with an opportunity to give back in the process with the UFC Foundation."

The deal will see Prime plastered across all UFC shows, with the blue and red corners being renamed the Prime Hydration Recovery Zones. They will also become major sponsors of the promotion's live-streamed weigh-ins, with the deal beginning at next weekend's UFC 284 pay- per-view in Australia that sees Islam Makhachev face Alexander Volkanovski for the lightweight title.