The UFC has reached a five-year sponsorship agreement with Love Hemp, a U.K.-based supplier of hemp and CBD products. As the global CBD partner of UFC, Love Hemp branding will appear on the league’s social and digital media assets, including UFC Fight Pass programming.

Love Hemp branding will also be integrated into the UFC Performance Institute in Nevada. The UFC plans to educate its fighters on CBD use and how it can be used to support athlete health and recovery. At SportTechie’s State Of The Industry virtual conference on March 24, Hockey Hall of Famer Mark Messier and former NBA star Chris Webber will speak on a panel about investment opportunities in CBD and cannabis.

“We know many UFC athletes, fans and general fitness enthusiasts use CBD for training recovery purposes, and we want to work closely with Love Hemp to continue to educate ourselves, athletes, and consumers on the efficacy and best use of CBD products,” Paul Asencio, UFC SVP of global partnerships, said in a statement.

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