A Look At UFC’s Collaboration With Aurora Cannabis On Legal, Athlete-Friendly CBD Goods
Earlier this week it was announced that Aurora Cannabis Inc. — a Canadian company that’s helping define the future of cannabis worldwide — and UFC were working together launch a joint clinical research program that will produce multiple studies. This research will examine the use of hemp-derived CBD as an effective treatment for pain, inflammation, and recovery on MMA athletes.
This ground-breaking research partnership is aimed at understanding key health and recovery needs of elite athletes in such a highly-physical and competitive sport as mixed martial arts. Research data will then be used to drive the development of science-backed, hemp-derived CBD topicals that will be safe and reliable. Ultimately, these new products will help combat the rapidly growing market of untested CBD treatments currently being used by high-performance and non-professional athletes.
Said Aurora CEO Terry Booth in a prepared statement: “Our partnership with UFC is about committing to the science that will educate and advocate… We are going to work together to change the way people think, to change the industry, and to launch the first hemp-derived CBD products that are backed by scientific research. The brand-building and product development are all part of our move into the U.S., and in collaboration with UFC, and we intend to play a major role in that market.”
Noted Jason Dyck, Chair of Aurora’s Global Scientific Oversight Committee: “We know anecdotally that professional athletes across sports disciplines are turning to hemp-derived CBD treatments to assist with physical recovery, with varying degrees of success… The work we do in partnership with UFC will create an evidence-based, science-backed pipeline of consistent, and ‘clean’ hemp-derived CBD topicals that the highperformance athletes of UFC can rely on to treat the pain, inflammation, injury and other conditions associated with competing at such a high level.”
Dr. Duncan French, UFC’s Vice President of Performance, added: “Collaborating with Aurora is the best way to educate ourselves and our fighters about the impact of CBD on MMA athletes and our sport… We want to apply science and see where it leads us. Ideally, these studies will give us the clarity we need to determine n the effectiveness of hemp-derived CBD on athlete health and injury recovery.”
Stated Jeff Novitzky, UFC Senior Vice President of Athlete Health & Performance: “Although CBD is allowed under USADA and WADA regulations, we want to be the leaders on educating UFC athletes on CBD use… Athlete safety is a top priority for UFC, and we will collaborate with Aurora to ensure that any new products are third-party tested for all WADA-prohibited substances to make certain they meet WADA standards.”
Once research is complete, any resulting product will come to life in the U.S. under the new high-performance sports brand ROAR Sports, a portfolio of high-quality, hemp-derived CBD topical treatments scientifically formulated with elite athletes in mind. Through analysis of athlete needs and scientific data, ROAR Sports will challenge the status quo, seek to alleviate the stresses of competition, and earn designation as the “Official CBD product of UFC.”
About the Author
Darren Paltrowitz Darren Paltrowitz is a New York resident with over 20 years of entertainment industry experience. He began working around the music business as a teenager, interning for the manager of his then-favorite band Superdrag. Since then, he has worked with a wide array of artists including OK Go, They Might Be Giants, Mike Viola, Tracy Bonham, Loudness, Rachael Yamagata, and Amanda Palmer. Darren's writing has appeared in dozens of outlets including the New York Daily News, Inquisitr, The Daily Meal, The Hype Magazine, All Music Guide, Guitar World, TheStreet.com, Businessweek, Chicago Tribune, L.A. Times, and the Jewish Journal. Beyond being "Editor At Large" for The Hype Magazine, Darren is also the host of weekly "Paltrocast With Darren Paltrowitz" series, which airs on dozens on television and digital networks. He has also co-authored 2 published books, 2018's "Pocket Change: Your Happy Money" (Book Web Publishing) and 2019's "Good Advice From Professional Wrestling" (6623 Press), and co-hosts the world's only known podcast about David Lee Roth, "The DLR Cast."
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