- Love Hemp CEO says partnership will help company become a “globally recognised brand”
- UK-based firm to gain access to UFC’s physical and digital assets, while it will also have right to use trademarks, logos and brand
- Deal comes two years after MMA organisation entered eight-year CBD research partnership with Aurora Cannabis
The Ultimate Fighting Championship (UFC) has made a move into cannabidiol (CBD) sponsorship through a five-year global partnership with Love Hemp.
The precise financial terms of the agreement have not been made public, but the mixed martial arts (MMA) organisation described it as a multimillion dollar deal.
The agreement, which runs from 1st June 2021, will provide the UK-based CBD and hemp product supplier with access to the UFC’s physical and digital assets, as well as usage of the promoter’s trademarks, logos and brand.
Tony Calamita, chief executive and director of Love Hemp, said the partnership “kickstarts” the company’s goal of becoming “a globally recognised brand”.
He added: “We believe that the marketing opportunities this relationship provides can put Love Hemp in the top tier of major international CBD brands. We intend to use UFC’s global reach to position Love Hemp as a trusted, premium CBD brand which we will begin to roll out globally over wider markets.”
The deal comes just under two years after the UFC announced a long-term research partnership with Aurora Cannabis to assess the performance benefits of CBD in reducing pain and inflammation, improving wound healing and general recovery.