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UFC Joins Growing List Of Sports Properties With CBD Sponsors

The UFC is the latest sports property with a sponsorship in the expanding cannabis category, signing a multiyear deal with Aurora Cannabis. Aurora, headquartered in Edmonton, will use the UFC to market its CBD products. As part of the deal, the two parties said they are pledging to fund research on "CBD products and athlete wellness and recovery, with a view to accelerating CBD product development and education." First evidence of the new sponsorship should be at UFC 238 in Chicago on June 8.

Use of CBD, the non-psychoactive portion of marijuana, is expanding in the U.S., with a bevy of health claims. The UFC joins a growing number of sports properties now allowing CBD sponsorships, including race teams in the upcoming Indianapolis 500.

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

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