On Tuesday, May 21st 2019, Aurora Cannabis announced that it had entered a multiyear, mulitmillion-dollar agreement with mixed martial arts organization UFC to research the effects of hemp-derived cannabidiol (CBD) products on athlete recovery and wellness.
The companies will conduct their research at the UFC's Las Vegas Performance Institute which, in my opinion, is one of the greatest performance institutions in the world. They will set up clinical studies to evaluate CBD as a treatment for pain management, inflammation, injury and exercise recovery, and mental well being.
While it is a widely held belief that CBD has those properties, no company can make those claims. The FDA has issued numerous warning letters to companies who make invalidated claims about the benefits of CBD. This agreement between companies will hopefully be one of the first steps to changing that narrative.
With legitimate research being conducted, and clinical studies being performed, we will all have a route to make substantiated claims of the benefits of CBD. We here at Endocoast are very excited about this relationship and cannot wait to see what studies come from it.
Both of these companies are large, well-respected, companies that have a lot of leverage with their relationships. The UFC consists of athletes from 60 countries and the number of athletes that train at the Performance Institute is even higher. The UFC Performance Institute is a global destination and boasts over 30,000 square feet designed to deliver a holistic integrated performance service portfolio. With access to this many high-caliber athletes, we will be able to discover many benefits of CBD that will be backed by science. Stay tuned for more to come as these studies are performed over the next couple of years.