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The UFC and Aurora Cannabis aim to innovate



"This is a groundbreaking deal, not just for the UFC, but for sports and humanity in general," White said. "When you consider how much money is going to test out and the research on this deal will affect our athletes, it's going to spill into the NFL, NBA, and football, and finally to just ordinary people like us. exercise every day or cope with chronic pain.I think this thing is really the future and when we see things like this we have always been the first to dive in. ”

Aurora CEO Terry Booth also believes this partnership will change the future The CBD Market.

"Our partnership with the UFC is about committing to the science that will educate and advocate," said Aurora CEO Terry Booth. the first hemp-derived CBD products supported by scientific research. Branding and product development are all part of our relocation to the United States, and in collaboration with the UFC, and we intend to play an important role in that market. "

Duncan French, PHD, which is the UFC's VP for Performance, will lead the research fee at the UFC Performance Institute.

Phase one of the research will be to understand usage, gather insights and information. Phase two will be a process of looking at creating clinical effects using volunteer athletes to test the original information discovered during the research phase.

"I think the thing with the Performance Institute is that we are trying to position ourselves as leaders in health, well-being and performance," Dr. French said. "We are very excited to push the boundaries of our insights and innovate around the concept of maximizing health and well-being of all athletes."

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