UFC signs multiyear sponsorship deal with Aurora Cannabis

May 21, 2019

Sports Business Daily reports that the UFC has signed a multiyear sponsorship deal with Aurora Cannabis of Edmonton, Alberta, Canada.

As part of the deal, the parties will pledge fund research on “CBD products and athlete wellness and recovery, with a view to accelerating CBD product development and education.”

The sponsorship will become visible next month at UFC 238 in June.

According to a report from Forbes.com, CBD sales in the U.S. will surpass $20 billion by 2024.

Payout Perspective:

It seems like every fighter on a major MMA podcast pedaled some CBD company and the UFC finally came aboard.  As a growing industry, it is clear that the UFC wanted to take advantage.  As for the research it will do, one may only suggest that it will look into how it will help athletes without altering its current anti-doping policy.  The deal also shows the continued expansion of the UFC sponsorship portfolio as it is signing up more deals for otherwise untapped industries.

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