In a short period, it would seem that KSI and Paul have gone from underdogs to top dogs in the beverage industry. Bloomberg reports that in Prime’s first year it raked in $250 million in sales, and now for 2023 it’s set to surpass $1.2 billion in annual sales.

The feat comes as the company has landed lucrative sponsorships with the Ultimate Fighting Championship (UFC), the MLB’s Los Angeles Dodgers, and England’s Arsenal Football Club. In addition, the brand’s athlete endorsers include Auston Matthews of the NHL’s Toronto Maple Leafs and Alisha Lehmann of Swiss soccer club, Ashton Villa.

“We never expected to be as big as it has become,” KSI told Bloomberg. “I know people who don’t know me or Logan. They just know Prime.”

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