PRIME, the controversial beverage brand backed by Logan Paul and KSI, has secured Grammy-Award winning Mexican singer Peso Pluma as its latest major celebrity sponsor. Pluma, hailing from Guadalajara, Mexico, is celebrated as a globally recognized artist with over 52 million Spotify listeners and multiple Billboard chart-topping hits. His unique voice and genre-spanning music have earned him numerous accolades, including a GRAMMY Award in 2024.

Pluma’s meteoric rise to fame includes headlining Coachella, winning awards at the Latin American Music Awards, and presenting at the iHeart Awards. Additionally, he launched Double P Records, his own label nurturing Mexican artists. PRIME, known for its sports drink PRIME Hydration and highly caffeinated PRIME Energy, has faced controversies over alleged health concerns and marketing practices. Despite this, the brand has seen massive success, with $1.2 billion in internal sales by the end of 2023.

Pluma’s partnership with PRIME signifies another milestone for the brand, likely leading to further expansion and success.