UFC has announced a five-year agreement with Love Hemp, naming it the Official CBD Partner of UFC. In a short time, you’ll see Love Hemp ads and logos across UFC social media and programming on UFC FIGHT PASS (UFC’s streaming service).
Of course, this new partnership means much more than the terms on paper. We discuss its wide-ranging implications, including what it means for CBD’s evolving role in sports medicine, Love Hemps’ dreams of going international, and more.
As part of the newly minted partnership, Love Hemp branding will also be integrated into the UFC Performance Institute (UFCPI) — a world-class training facility that specializes in helping athletes care for their bodies through both training and recovery. The UFCPI combines conventional strength, conditioning, and skill enhancement training with scientifically backed and technologically bolstered sports medicine services.
The UFCPI’s endorsement of Love Hemp signifies the combat sports leagues’ dedication to staying at the forefront of sports science. The UFCPI plans to educate UFC and major sports league athletes on the latest research on CBD and how to best integrate the substance into their training regimen. Recent studies have shown CBD’s potential to help with athletic recovery and even treat traumatic brain injuries, which are an unfortunate reality of combat sports.
The UFCPI has had an increasingly growing influence on the training regimens and technologies used by elite athletes across the globe. The Institute’s flagship Las Vegas location has hosted athletes from the NFL, NBA, NHL, and MLB. The UFCPI Shanghai location, meanwhile, has trained Chinese athletes for the Olympic games. The UFC is set to open a new Performance Institute in Mexico City later this year. The UFCPI’s partnership with Love Hemp is sure to introduce a brand new batch of international athletes to CBD (at least in an educational sense, further normalizing the substance’s place in sports.
Love Hemp started in the Croydon, South London bedrooms of childhood best friends Tom and Tony. Coming off a cancer diagnosis, Tom’s father turned to CBD for relief. After seeing how effectively CBD was able to help Tom’s father, the pair realized just how much untapped potential the substance had.
Relying solely on word of mouth, the upstart business, with no external funding, turned into the UK’s leading CBD brand. Today, Love Hemp’s award-winning products are available in over 2,000 stores across the UK.
Love Hemp’s new partnership with the UFC is all about introducing the UK-based brand to the world. CEO Tony Calamita touched on the opportunities that come with this partnership saying:
“We will use the UFC’s global reach to position Love Hemp as a trusted, premium CBD brand which we will now begin to roll out in all key international markets.”
Love Hemp also announced a 3-year endorsement deal with Heavyweight Champion of the World and Olympic Gold Medallist Anthony Joshua OBE. As part of the agreement, Joshua is now a shareholder in the company which the fighter said this will allow him to “…be involved in the Company’s aggressive growth strategy as well as developing my own branded wellness-focused CBD products.”
This partnership is another indication of the UFC’s continued support of cannabis legalization, coming after historic moves such as removing THC from its anti-doping policy.
As the science around cannabis and CBD continues to develop, so will our understanding of the plant’s potential to help athletes maximize performance. Look for more CBD and cannabis-adjacent brands to partner with sports leagues and athletes as research supporting cannabis’ many athletics-related benefits continues to roll in.
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