Aurora Cannabis Inc. (ACB.TO) is getting in the octagon with the UFC in an “exclusive, multi-year, multi-million dollar, global partnership” to advance CBD research.
The Edmonton-based cannabis producer said it will work with the fight league’s athletes in clinical studies involving pain management, inflammation, injury, exercise recovery, and mental well-being.
Cannabidiol or CBD is a wellness-oriented cannabis compound increasingly being infused into everything from coffee to bath bombs.
“This global partnership places focus squarely on the health and well-being of UFC’s talented and highly trained athletes,” Aurora CEO Terry Booth wrote in a news release on Tuesday.
“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.”