Let’s cut the marketing fluff. KSI, whose real name is Olajide Olatunji, doesn’t own Prime outright like he owns his music catalog. The company is structured as a joint venture between him, Logan Paul, and a massive beverage corporation called Refresco. Think of it less like a lemonade stand and more like a corporate Frankenstein—with a pink bottle.
According to public filings and interviews (yes, I actually read financial documents so you don’t have to), KSI and Logan each own around 20% of the company. I know, I know—you expected at least 40% each, right? Join the club. The remaining 60% is held by Refresco, the Dutch manufacturer that actually makes, bottles, and ships the drinks. They’re the quiet giant behind the curtain.
But here’s the kicker: that 20% isn’t just a fixed slice. Their equity is tied to performance milestones. If Prime sells a billion bottles, KSI’s share might actually grow through additional equity grants. Think of it as a video game level-up, but instead of experience points, you get decimal points on a legal contract.
The “Mascot vs. Mogul” Trap
I can already hear you saying, “Wait, so KSI is just a face?” Slow down, cynical friend. He’s not just a face—he’s a co-owner with real voting power, especially on product development. He reportedly has veto rights over new flavors and packaging. Remember when they dropped that hideous “Ice Pop” flavor that tasted like a melted slushie? Yeah, that was apparently his call.
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Also, consider the revenue split. Prime pulled in over $250 million in retail sales in 2026 alone. If KSI’s 20% equity nets him a minority share of profits (after Refresco takes its cut for production costs), he’s still looking at tens of millions per year. Not bad for a guy who started by screaming into a webcam in his bedroom.
But let’s get real: Logan Paul probably handles more of the business side—he’s the one doing those cringey “we broke the system” videos in warehouses. KSI focuses on the hype, the music, the viral moments. They’re like a buddy-cop movie where one guy reads contracts and the other yells “LET’S GOOOO” at a camera.
