The Toronto Maple Leafs have a new helmet sponsor: Prime.
The announcement came out of nowhere this morning, prompting many to question why a change like this would happen in the middle of the season. I guess Oreo couldn’t pay the bills.
Prime is a beverage brand started by controversial YouTubers/influencers Logan Paul and KSI. You may know Logan from one of his many mess-ups, like the Japanese forest incident or crypto scams.
KSI is a British YouTuber turned boxer, who has been less controversial than Logan so far, but is just edgy enough to find himself in multiple mini-controversies. Together, the two have released sports and energy drinks, as well as kids’ lunches called Lunchlys.
Prime’s history with the Leafs
Famously, Leafs captain Auston Matthews became a Prime-sponsored athlete in November of 2023.
He had his own flavour of the sports drink in Toronto, which began to resell at absurd values after they sold out on shelves.
The partnership received its fair share of criticism, but nothing too unbelievable. Any time a Toronto athlete teams up with controversial figures like Logan Paul or KSI, there are bound to be naysayers, which makes sense after their history.
Matthews is no longer listed under the “Athletes” section of the Prime website, but clearly his relationship with the two influencers helped bring them to Toronto.
The Leafs have had some fun helmet sponsors so far, but this one is by far the most controversial, and confusing.
Doing whatever the captain wants?
Toronto is definitely not known for being tough on its players. They get cushy contracts, cushy media coverage, and cushy coaching.
But if Matthews can literally choose helmet sponsors, I think it’s gone too far.
The Leafs should not be partnering with a business with such a shady past, and definitely shouldn’t be anywhere near Logan Paul. To say he’s done some disgusting things before would be an understatement.
Honestly, I can’t see this sponsorship lasting very long. Hopefully, the Leafs wake up and realize this would be a horrible decision.
But with their history, maybe they cave just to keep Matthews happy. Either way, this was a mistake.
