Logan Paul says putting the PRIME logo in the center of the WWE ring was his greatest marketing move, and the fan backlash is exactly why it worked.
Speaking with Patrick Bet-David in a clip shared Tuesday by the PBD Podcast, Paul acknowledged that longtime fans never warmed to the branding. For someone playing a heel, he argued, that was the goal.
“By the way, the fans hated, they hated that I stamped the middle of the mat with my logo,” Paul said. “But that works in the WWE, I’m supposed to do stuff you don’t like, and if you do stuff that people don’t like well enough, they’ll like you.”
It’s the same logic he used in July when he said buying WWE’s corporate jet would be the ultimate heel move. The wider conversation also touched on a $100 million PRIME decision Paul now considers a mistake.
Paul Pitched The Heat From Day One
WWE revealed PRIME as the first center-ring sponsor in company history on SmackDown in March 2024, with the logo placed on the mat for premium live events beginning at WrestleMania 40. It was billed as the largest sponsorship deal in WWE history, and fans answered with memes of the bottle logo pasted over classic WWE moments.
Paul framed it the same way back then. On Impaulsive days after the announcement, he said PRIME saw “potentially an opportunity to make people hate me even more, because I am a heel.” Even Michael Cole later admitted Vince McMahon would never have allowed it.
The branding has spread since, and it hasn’t always worked in Paul’s favor. On Impaulsive in March, he complained that mat logos get slippery as a show wears on, making it harder to keep his footing and reach full speed.
His own time on that canvas was cut short in May. Paul underwent surgery for a torn triceps suffered May 23 at Saturday Night’s Main Event during a World Tag Team Championship defense alongside Austin Theory, and doctors gave him a six-month recovery timeline.
