Aurora and UFC announce partnership

The company Aurora Cannabis and the American mixed martial arts organization UFC announced a partnership which will allow CBD products to be tested on athletes to help relieve their pain.

The first phase of the research will take place in the laboratory and will focus on understanding the potential uses of CBD for elite athletes and developing appropriate products. Phase two will involve testing the products on volunteer athletes to verify their efficacy and safety.

«This is a groundbreaking agreement, not only for the UFC, but for sports and for humanity as a whole,» said Dana White, president of the UFC. «The funding allocated to testing and research will change our athletes» lives, and that will have a ripple effect on the NFL, the NBA, and soccer. And ultimately, it will be ordinary people, like us, who work out every day or suffer from chronic pain, who will benefit. I believe medical cannabis is truly the future, and we’ve always been the first to take the plunge at the UFC.”.

Terry Booth, CEO of Aurora, also believes that this partnership will shape the future of the CBD market. «We’re going to work together to change the way people think, to transform the industry, and to launch the first hemp-derived CBD products and backed by scientific research. ”Brand building and product development are part of our commitment to establishing a presence in the United States through our partnership with the UFC, and we intend to play a major role in that market.”.

Dr. Duncan French, UFC Vice President of Performance, will lead research at the UFC Performance Institute. «I believe the strength of the Performance Institute lies in our efforts to position ourselves as leaders in health, wellness, and performance,» said Dr. French. «We’re very excited about pushing the boundaries of our knowledge and innovating around the concept of maximizing the health and well-being of all athletes.»

«This is huge. For me, the number one priority is to guide athletes toward safe products,» said Jeff Novitzky, who heads the UFC’s anti-doping program. «Whether it’s supplements, CBD products, or food products, it’s a huge deal to be able to provide our athletes with safe, tested products in partnership with a company like Aurora.».

The UFC and Aurora hope to begin the first phase as soon as possible and expect phase two to be launched within the next six months.