The Ultimate Fighting Championship (UFC) has signed new partnerships with Canadian CBD firm Aurora Cannabis and US sports nutrition brand Thorne.
Under a multi-year, multi-million-dollar deal, Aurora Cannabis will become a global partner of the UFC.
The partnership will advance clinical research on the relationship between 100 per cent hemp-derived cannabidiol (CBD) products and athlete wellness and recovery. It will also accelerate CBD product development and education.
Research into Aurora’s CBD products will be conducted at UFC’s Performance Institute in Las Vegas, Nevada, in collaboration with UFC’s sports performance team and athletes who choose to participate in the studies.
Clinical studies will focus on pain management, inflammation, injury/exercise recovery, and mental well-being.
Dana White, president of UFC, said: “Since the day we opened the Performance Institute, our primary goal was to offer UFC athletes the best possible training, nutrition, and recovery services.
“This partnership with Aurora is an extension of that goal, and we’re looking forward to collaborating with Aurora to find new ways to improve the health and safety of athletes who compete in UFC.”
Terry Booth, chief executive of Aurora, said: “The Aurora-UFC research partnership creates a global platform to launch targeted educational and awareness campaigns, while creating numerous opportunities to accelerate our global CBD business.”
UFC has also announced a new partnership with US sports nutrition brand Thorne.
Under the multi-year, global deal, Thorne will become the Official Sports Performance Nutrition Partner of UFC.
Thorne will also become an Official Partner of the Performance Institute, the UFC training and research facility that has served more than 400 athletes since opening in 2017.
Under the terms of the agreement, Thorne’s line of NSF Certified for Sport products will be integrated into supplement plans created by UFC-registered dietitians for athletes training at UFC’s Performance Institutes in Las Vegas and Shanghai.
Thorne will also have ownership of the Performance Institute Nutrition Stations, dedicated areas that provide individualized health and wellness solutions to UFC’s athletes.
Jeff Novitzky, vice president of athlete health and performance at UFC, said: “Thorne is an industry leader with an unmatched reputation for quality and safety in their nutritional products and supplements, including what all UFC athletes should look for in making safe sports supplement choices, third-party testing for banned substances.
“Through decades of clinical research and science, Thorne has proven that its products are scientifically backed, safe, and free of banned substances.”
‘Embedded’, the all-access video content series featuring Dana White and top UFC fighters, will also highlight Thorne as the Presenting Partner of selected episodes, with unique product integrations.
Additional partnership enhancements include integrated digital marketing campaigns, VIP experiences, consumer sweepstakes, and hospitality benefits.