The Professional Fighters League (PFL), a mixed martial arts league, has named Columbia Care as its official CBD partner.
Under the terms of the multi-year deal, Columbia Care, a New York-headquartered cannabis company with licences in 18 U.S. jurisdictions, will also be the official CBD partner for the PFL Athlete Wellness and Performance Program.
“The Professional Fighters League continues to experience growth in all aspects of our business, we also take great interest in the health and well-being of our athletes, which is why we are excited to partner with Columbia Care,” said PFL CEO Peter Murray.
“In our effort to give MMA (mixed martial arts) fans world-class experiences, we need to make sure our talent has access to world-class health and recovery tools. Columbia Care will provide those tools and information to PFL athletes,” Murray said.
Jesse Channon, Columbia Care’s chief growth officer, called the partnership a “historic moment for cannabis-related businesses across the world as it shows a normalization of our industry amongst world-class athletes.”
The MMA league, founded in 2018, is not the first sports league to partner with a CBD company. Earlier this year, the Big3, a basketball league founded by Ice Cube, named California-based Binger Labs as its official CBD partner.
In March, the Ultimate Fighting Championship (UFC) also signed a five-year agreement with U.K.-based Love Hemp Group.
“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 senior vice president of global partnerships, said when that deal was announced.
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