US-based mixed martial arts organisation Bellator has entered into a multi-year partnership with cbdMD, a consumer cannabidiol (CBD) brand.
The category-exclusive partnership began at Bellator 222 in New York City. The brand becomes the official CBD partner of Bellator MMA.
As part of the agreement, cbdMD will receive a depth of integrated partnership assets.
The deal grants cbdMD category-exclusive branding inside the Bellator cage.
Caryn Dunayer, president of cbdMD, said: “Our partnership with Bellator and Viacom/Paramount will facilitate a unique opportunity to educate athletes and fans about the many benefits of CBD. We believe we’ve started a lasting relationship that will help push both industries into the future.”