The Ultimate Fighting Championship (UFC) has signed up UK CBD brand Love Hemp as a global sponsor in an exclusive five year deal.
The agreement between the two brands kicks off on 1St June 2021 and will involve a number of key activations and opportunities for the CBD brand.
Tony Calamita, the chief executive and director of Love Hemp, said: “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.”
Love Hemp is one of the UK’s leading CBD success stories, founded in 2017 the brand has over 40 product lines and is widely available on the UK high street, in stores such as Boots and Tesco. The company was acquired in 2019 by World High Life PLC in a £9 million deal.
“Love Hemp is looking forward to working with UFC over the next five years, and beyond. This partnership kickstarts our strategy aimed at cementing Love Hemp as a globally recognised brand.” Calamita said.
UFC boasts more than 625 million fans worldwide, with programming that is broadcast to over 170 countries and territories, in 40 different languages, to over 900 million TV households. The UFC Performance Institute, the world’s first mixed martial arts multi-disciplinary research, innovation, and training centre, opened in Las Vegas in 2017 has served more than 500 athletes over the past four years. The facility is a global leader in athletic performance research and provides support and educational services to athletes on health, well-being, nutrition, and injury prevention.
Earlier this year UFC announced that it will no longer worry about positive tests for THC, the main psychoactive ingredient in cannabis “unless additional evidence exists that an athlete used it intentionally for performance-enhancing purposes.”