2024 brings more good news for Kyle Larson. The Hendrick Motorsports superstar has struck an endorsement deal with YouTube behemoths KSI and Logan Paul’s energy drink brand, Prime Hydration. Prime is among some of the most sought energy drinks in the United States and has also roped in football giants like FC Barcelona, Arsenal, and Bayern Munich as their official hydration partners.

With the announcement, Kyle Larson will join an exclusive club of athletes that have been sponsored by Prime Hydration, which includes the likes of 2023 Ballon d’Or runner-up Erling Haaland and the three-time Super Bowl winner Patrick Mahomes. With an Indy 500 appearance scheduled for the later months of the year, Larson has received a huge confidence booster before competing for a maiden Daytona 500 win on Sunday.

Prime Hydration will feature on Kyle Larson’s helmet

Owing to the sponsorship agreement, Prime will serve as Larson’s partner but not Hendrick Motorsports’. This implies that the famed Prime logo will be present on the #5 helmet throughout the NASCAR season, but possibly not on his car. The Logan Paul-owned company will need to strike a deal with Rick Hendrick to feature on a paint scheme or as an associate sponsor through decals on the rear end of Kyle Larson’s #5 Chevrolet.

Prime Hydration-sponsored athletes have had a success-filled 2023 as well. Kyle Larson rounded the year with a second-place finish in the Cup Series final standings having added multiple wins throughout the year. Erling Haaland is one of the best footballers in the world and his superb goal-scoring record put him in the conversation for the Ballon d’Or.

Despite seeming new to NASCAR, this isn’t Prime Hydration’s first agreement in NASCAR. While it hasn’t sponsored a Cup Series team yet, in 2022 it announced a partnership with Timmy Hill and MBM Motorsports in the Xfinity Series.

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Prime has been a former sponsor in  NASCAR

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Prior to the Alsco Uniforms 300 in May 2022, the energy drink brand disclosed its partnership with MBM Motorsports. As a result of the agreement, Prime Hydrate sponsored the No.13 Toyota Supra on the hood and its side. Considering the popularity of the brand and its owners’ participation in the race, the event gathered many eyes.

Sports has been a great medium for Logan Paul and KSI’s company to expand their presence in the United States. Apart from the aforementioned athletes, it has entered the domain of combat sports with Shakur Stevenson, Alex Volkanovski, Terrence Crawford, and Israel Adesanya. The global attention to their respective developments has been a major factor for Prime Hydration.

As for Kyle Larson’s ventures, he could try luring his sponsor to High Limit Racing. With the competition in its nascent stages, the backing could be a big breakthrough for the series.

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