The UFC has entered into a five-year agreement with Love Hemp to be the Official Global CBD Partner of the UFC. Terms of the deal were not disclosed in the press release.
Love Hemp is UK-based CBD company offering a variety of products. The company will have branded integrations within UFC content on digital platforms, including social media assets and programming on UFC Fight Pass. It will also be visible at the UFC Performance Institute.
Although not talked about too much, the UFC deal with Aurora Cannabis ended this past fall as the Edmonton-based company paid $30 million to end its deal with the UFC. For those that recall, the partnership produced a brand called ROAR. But the termination of the deal avoided $150 million in expenses over 5 years.
Payout Perspective:
The deal is another shot at the CBD market for the UFC as its previous attempt to create a ROAR brand did not pan out. The deal looks to be more for international usage with perhaps room for a US/North American sponsor in the future. The CBD continues to grow and this is one of the spots that the UFC seeks to fill.
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