The Ultimate Fighting Championship (UFC) has landed a multi-million dollar deal with cannabidiol (CBD) product supplier Love Hemp.
The five-year agreement, which begins at the start of June, will grant the UK-based CBD and hemp specialist access to UFC’s physical digital assets, including trademarks, logos and brand.
In addition, the arrangement between the mixed martial arts (MMA) promotion and Love Hemp will also include a variety of marketing activations and sponsorship opportunities, according to the two parties.
“We believe that the marketing opportunities this relationship provides can put Love Hemp in the top tier of major international CBD brands,” stated Tony Calamita, Chief Executive and Director of Love Hemp. “We intend to use UFC’s global reach to position Love Hemp as a trusted, premium CBD brand which we will begin to roll out globally over wider markets.
“Love Hemp is looking forward to working with UFC over the next five years, and beyond. This partnership kickstarts our strategy aimed at cementing Love Hemp as a globally recognised brand.”
The company was formed in 2019 under its original moniker of World High Life Plc and acquired CBD brand Love Hemp shortly thereafter.
Love Hemp joins a number of new partners recently signed up to sponsor the American MMA competition. The promotion recently unlocked a new sponsorship category, penning a deal with Stake.com for the cryptocurrency casino to become the UFC’s first ever betting partner in Latin America and Asia.
The UFC also announced ‘one of the most significant partnerships’ in its history with fantasy sports platform DraftKings.