Love Hemp and the UFC: A High-Profile Partnership in Sports and Wellness
When it comes to bridging the gap between sports and wellness, few deals have been as eye-catching as the partnership between Love Hemp, the UK-based CBD company, and the Ultimate Fighting Championship (UFC). Announced in 2021, this multi-year global sponsorship marked a pivotal moment both for the brand and for the growing acceptance of cannabidiol in mainstream sports.
Who is Love Hemp?
Founded in 2015, Love Hemp set out to bring clarity and quality to a fragmented CBD market. Starting with a small range of oils, the company expanded to capsules, edibles, skincare, and topicals—always emphasizing third-party testing and transparency. Its mission was simple: to normalize CBD as part of everyday health and wellness routines.
By 2019, Love Hemp products were stocked in major UK retailers such as Boots, Ocado, and Holland & Barrett. The company also secured a high-profile partnership with heavyweight champion Anthony Joshua, who not only became a brand ambassador but also invested in the business. These moves gave Love Hemp credibility and visibility at a time when the CBD sector was booming.
The UFC Deal
In March 2021, Love Hemp was announced as the Official Global CBD Partner of the UFC. The five-year agreement, reported to be worth millions, gave Love Hemp an unrivaled marketing platform in the world of combat sports.
The deal, which took effect in June 2021, gave the company several key advantages:
- Global Branding: Love Hemp’s logo and messaging appeared across UFC digital channels, broadcast events, and the UFC’s Performance Institute, which is a state-of-the-art training and sports science facility.
- Product Collaboration: Both organizations committed to developing UFC-branded CBD products, opening a pathway for co-branded lines aimed at athletes and fitness enthusiasts worldwide.
- Education and Wellness: Beyond sponsorship visibility, the partnership sought to encourage research and education around CBD’s role in recovery, performance, and injury management.
The UFC’s willingness to collaborate reflected a larger shift in professional sports. In recent years, cannabis-related products, especially CBD, have been increasingly embraced by athletes for their potential benefits in reducing inflammation, aiding recovery, and improving sleep.
A Turning Point for Sports and CBD
For the UFC, the partnership aligned with its commitment to supporting fighter health and performance. By showcasing CBD products through a regulated and reputable brand, the organization signaled that wellness innovation is part of its future.
For Love Hemp, the UFC deal was a chance to catapult the brand onto a global stage. With the UFC’s events broadcast in over 170 countries, the company gained instant access to millions of potential customers—many of whom are health-conscious, fitness-driven, and open to supplements that enhance recovery.
This was also a symbolic victory for the CBD industry. A sport as global and commercially powerful as the UFC publicly embracing a CBD sponsor marked another step toward normalizing cannabinoid wellness products.
The Bigger Picture
Despite the fanfare, Love Hemp’s journey has not been without turbulence. In 2024, the company entered administration for the second time in a year, reflecting both financial pressures and the broader volatility of the CBD industry. While the UFC partnership elevated Love Hemp’s profile, the economics of the CBD market remain difficult—regulatory uncertainty, inconsistent consumer education, and fierce competition continue to weigh heavily on brands.
Still, the Love Hemp–UFC partnership stands as a landmark collaboration between a wellness brand and a global sports powerhouse. It represents the increasing legitimacy of CBD in athletic recovery and lifestyle routines while underscoring the challenges of sustaining growth in a young, competitive industry.