Aurora Cannabis (NYSE: ACB) (TSX: ACB) has formed a partnership with UFC, the world’s premier mixed martial arts organization, to further clinical research on the relationship between hemp-derived cannabidiol (CBD) products and athlete wellness and recovery.
Under an exclusive, multi-year global partnership, the research will be conducted at the UFC’s Performance Institute in Las Vegas, Nevada, in collaboration with UFC’s sports performance team, as well as with athletes who choose to participate in the studies.
UFC boasts more than 300 million fans worldwide. Its programs are broadcast to over 170 countries and territories in 40 different languages to over one billion TV households. The UFC Performance Institute in Las Vegas, the world’s first mixed martial arts multi-disciplinary research and training center, has served more than 400 athletes over the past two years.
Aurora said that clinical studies will focus on pain management, inflammation, injury/exercise recovery, and mental well-being. The research will be led by Dr. Jason Dyck, professor at the University of Alberta and a Canada Research Chair in Molecular Medicine. He also serves as an independent director on the Aurora’s board.
“Since the day we opened the Performance Institute, our primary goal was to offer UFC athletes the best possible training, nutrition, and recovery services,” UFC President Dana White stated. “This partnership with Aurora is an extension of that goal, and we’re looking forward to collaborating with Aurora to find new ways to improve the health and safety of athletes who compete in UFC.”
Terry Booth, the CEO of Aurora, stated that 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 a global platform to launch targeted educational and awareness campaigns, while creating numerous opportunities to accelerate our global CBD business.”