Following the original announcement of a collaboration with Ultimate Fighting Championship (UFC) back in May, Aurora Cannabis Inc. (NYSE: ACB; TSX: ACB) and UFC today officially launched a new joint clinical research program studying the effectiveness of CBD. 

Volunteer athletes from the UFC will take part in research in Las Vegas aimed at discovering the specific, quantifiable effects of CBD on treating inflammation, pain, and recovery periods after injuries. 

Due to take part in multiple phases, the trials are aimed at producing peer-reviewed research through a collaboration between these Aurora and UFC medical professionals: 

  • Dr. Kelly Narine – VP of Global Research and Medical Affairs 
  • Dr. Jason Dyck – Chair of Global Scientific Oversight Committee 
  • Dr. Duncan French – UFC Vice President of Performance 

Data uncovered from the research project will be used to formulate the new ROAR brand of topical CBD products aimed at athletes and other highly active consumers.  

Those ROAR products will be backed by the main U.S. mixed martial arts organization as the “official CBD choice of the UFC.” 

Discussing the international collaboration effort this morning, Aurora’s Chief Executive Officer Terry Booth commented: 

We are going to work together to change the way people think, to change the industry, and to launch the first hemp-derived CBD products that are backed by scientific research. The brand-building and product development are all part of our move into the US, and we intend to play a major role in that market.

Anecdotes from consumers have propelled CBD to unprecedented levels of popularity in the U.S., but companies across the industry are consistently on the hunt for evidence-based data to present as new regulations are expected to land soon. 

That lack of clear data has led to problems on the U.S. side, with the Food and Drug Administration (FDA) beginning to crack down on CBD products that intimate they can treat or cure conditions such as anxiety, sleeplessness, PTSD, ADHD, eating disorders, and other medical issues.  

Most recently, Curaleaf Holdings CSE: CURA; OTCQX: CURLF) was issued a letter of warning by the FDA about ceasing such claims regarding the company’s CBD tinctures, pain relief patches, vape pens, and pet-based products.