The UFC has announced a global five-year partnership with Love Hemp, seeing one of the UK’s leading CBD and Hemp product suppliers becoming the official global CBD partner of the competition.

As part of the deal, Love Hemp will have a number of brand integrations across the UFC’s digital platforms, social media, and programming on UFC Fight Pass.

The UFC will also integrate Love Hemp branding into the UFC Performance Institute and will work to educate athletes on the role CBD plays in athlete health and injury recovery.

Love Hemp CEO, Tony Calamita, said the partnership will help the company become a top international CBD brand.

“This is a very exciting achievement for Love Hemp,” Calamita said.

“The marketing opportunities that this relationship provides will put us in the top tier of major international CBD brands.

“We will use the UFC’s global reach to position Love Hemp as a trusted, premium CBD brand which we will now begin to roll out in all key international markets.

“Love Hemp is looking forward to working with UFC over the next five years.

“This partnership kickstarts our strategy aimed at cementing Love Hemp as a globally recognised brand,” he said.

UFC senior vice president of global partnerships, Paul Asencio, said: “We’re thrilled to collaborate with Love Hemp to promote a growing, respected CBD brand that could become a global leader in this category over the life of this partnership.”

“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,” Asencio said.