Logan Paul has revealed that his beverage brand, Prime Hydration, passed on a substantial deal, which he now estimates cost him at least $100 million personally. The influencer and WWE star also recently attracted significant boos during a WWE tour event in Mexico City for a controversial clothing choice.
Prime’s Missed Investment Opportunity
Speaking on the PBD Podcast, Logan Paul stated that Prime Hydration had a “deal window” which, if pursued, could have put at least $100 million into his own pocket. He described the decision not to “take money off the table” at what he considered Prime’s peak as a “major mistake”. According to Forbes, Paul indicated that private equity was prepared to invest $500 million into the company, with acquisition decisions reportedly left to his partners and fellow co-founder KSI.
The $100 million figure is Paul’s retrospective estimate of opportunity cost, rather than a direct financial loss. Prime, launched in 2022 by Paul and KSI, is a privately held company, and no bid documents or current company accounts accompanied the podcast interview, as noted by TechStock². The brand achieved widely cited retail sales of $1.2 billion in 2023, though this represents consumer sell-through rather than Prime’s net revenue.
Alani Nu Comparison and Market Dynamics
TechStock² highlights a comparison with Alani Nu, another creator-driven beverage brand built with Congo Brands, which was sold to Nasdaq-listed Celsius Holdings in 2025. That deal was valued at $1.8 billion, or $1.65 billion net after tax assets. Post-acquisition, Alani Nu generated $732.4 million of first-half revenue in 2026 after integrating into PepsiCo’s distribution network. Its U.S. ready-to-drink energy share reached approximately 8.7% by June 28, following a 55.7% rise in tracked retail sales over 13 weeks.
However, TechStock² cautions that Prime’s reported difficulties do not automatically transfer sales to Celsius, given the brands compete across overlapping but non-identical products. Furthermore, Celsius’s own second-quarter 2026 results showed a decline in gross margin and net income, attributed by management to portfolio mix and increased promotion, suggesting that converting acquired growth into higher consolidated profit is an ongoing challenge.
WWE Controversy in Mexico City
Separately, Paul drew a strong negative reaction during a recent WWE tour stop in Mexico City. As reported by MARCA, Paul was one of the most booed WWE stars after he entered the ring wearing a Chivas de Guadalajara soccer jersey. This choice was considered “bold” because Chivas are fierce rivals of Club América, which commands a massive following in Mexico City. The move immediately made Paul a “biggest target of the night,” effectively stirring controversy, a technique Paul is said to “command to perfection” within the wrestling ring.
FAQ
- What “mistake” did Logan Paul say he made with Prime? Logan Paul stated that Prime Hydration passed on a deal window that could have put at least $100 million in his pocket, describing it as a major mistake.
- How much private equity investment was reportedly considered for Prime? Prospective private-equity investment for Prime once reached $500 million, according to Paul.
- Why was Logan Paul booed during his WWE appearance in Mexico City? He was booed for wearing a Chivas de Guadalajara soccer jersey, a rival team to the popular Club América in Mexico City.
