Matthews joins star-studded Prime Hydration roster that includes Haaland, Volkanovski, and Lehmann

Toronto Maple Leafs center Auston Matthews is the latest star athlete to link up and sign with Prime Hydration, a company founded by popular Youtube personalities Logan Paul and KSI.

Toronto Maple Leafs star Auston Matthews has joined forces with popular hydration company Prime Hydration, becoming the first NHL player to sign with the brand.

The news of Matthews' latest sponsorship was announced by Prime on Wednesday, adding another star athlete to their already impressive roster.

Founded by popular YouTube personalities Logan Paul and KSI, Prime Hydration has quickly become one of the most sought-after brands in the sports world. The company boasts a lineup of elite athletes from various sports, including Manchester City striker Erling Haaland, UFC champions Alex Volkanovski and Israel Adesanya, and Aston Villa Women's and Switzerland national team forward Alisha Lehmann.

Prime Hydration has also secured major sponsorships, partnering with Premier League club Arsenal, the entire UFC, La Liga club FC Barcelona, and even showcasing their brand in a highly visible Super Bowl LVII commercial. During Wrestlemania, KSI made an appearance in a giant Prime bottle costume alongside Logan Paul before his match.

Since its inception just 21 months ago with the launch of their first product in January 2022, Prime Hydration has achieved astronomical levels of popularity in a remarkably short span of time.

Matthews expressed his enthusiasm about his latest sponsorship opportunity, highlighting the importance of aligning himself with brands he genuinely supports.

"I've always tried to pick and choose and be comfortable with the product, the company," Matthews said Wednesday, as reported by The Hockey News. "It was nice to have something like this come along and it seems like a cool opportunity, so I'm excited about it."

Beyond Prime Hydration, Matthews has an impressive portfolio of endorsements, including partnerships with RBC and BET99. These lucrative deals complement his recent four-year, $53-million contract with the Toronto Maple Leafs, which makes him the highest-paid player in the NHL on an average annual basis, earning a staggering $13.25 million.