UFC strikes multiyear partnership with Aurora Cannabis

UFC and Aurora Canabbis

Ultimate Fighting Championship is getting in a multi-year, exclusive and global partnership with Aurora Cannabis. The licensed cannabis producer is based in Edmonton, Canada. They will be conducting research on pain management, inflammation, recovery and mental health of UFC players.

The million-dollar partnership with Aurora Cannabis will help to lead ongoing research on health benefits of Cannabidiol( CBD). CBD is a wellness-oriented cannabis compound increasingly becoming popular. CBD is now entering food menus at an astonishing pace. Now they will be used to cure several health concerns of UFC fighters.

The venue of the research will be the Performance Institute in Las Vegas. Dr. Jason Dyck from University of Alberta will lead the researchers’ team.

The CEO of Aurora, Terry Booth commented on the deal, “The global partnership places focus squarely on the health and well-being of UFC’s talented and highly-trained athletes. The Aurora-UFC research partnership creates global platform to launch targeted educational and awareness campaigns, while creating numerous opportunities to accelerate our global CBD business.”

UFC’s President, Dana White expressed in the press release, “Since the day we opened the Performance Institute, our primary goal was to offer UFC athletes the best possible training, nutrition, and recovery services. This partnership with Aurora is extension of the goal; we are looking forward to collaborate with Aurora to find new ways to improve the health and safety of the athletes who compete in the UFC.”




Jayita Sardar

Aspiring journalist working for sportzbusiness.com and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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