Edmonton-based licensed producer Aurora Cannabis and the Ultimate Fighting Championship (UFC) are trying to “shake up” the market with a new deal to develop CBD products and education for athletes.
The deal, according to Aurora, is a "multi-year, multi-million dollar, global partnership" to research 100% hemp-derived cannabidiol (CBD) and develop products that could benefit both the public and athletes.
According to a release, the research will be conducted at the UFC Performance Institute in Las Vegas, Nevada, in collaboration with the sports performance team of the mixed martial arts league, as well as athletes who choose to participate in the studies.
The program Performance Institute is a 30.000 square foot facility that focuses on the health and training of fighters. The company claims it is the world's first “mixed martial arts multidisciplinary research, innovation and training center”.
UFC athletes offer the best possible training, nutrition and recovery methods
"Since the day we opened the Performance Institute, our primary goal has been to provide UFC athletes with the best possible training, nutrition and recovery methods," said UFC President Dana White in a release.
"This partnership with Aurora is an extension of that goal, and we look forward to working with Aurora to find new ways to improve the health and safety of athletes competing in UFC," said White.
The new project will focus on issues related to pain management, inflammation, injury / recovery from exercise and mental well-being.
The press release also states that Aurora's research will be led by Dr. Jason Dyck, a professor at the University of Alberta. Dyck is a Canada Research Chair and a major player in Molecular Medicine and an independent director on the Aurora Cannabis Board of Directors.
"This global partnership emphasizes the health and wellbeing of the talented and highly trained athletes of UFC," said Terry Booth, Aurora CEO.
“The Aurora-UFC research partnership creates a global platform to launch targeted education and awareness campaigns while creating a wealth of opportunities to accelerate our global CBD business,” said Booth.
The announcement follows on Toronto pro rugby team, Wolfpack, which announced the release of their own brand line of health products. Their first release, a CBD-introduced topical cream called 'Rugby Strength', is expected to be released in the coming months by the team's company, HowlBrands Inc.
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