cbdMD has inked a multi-year promotional deal with mixed martial arts company Bellator that includes in-cage branding. Bellator events are broadcast to nearly 1 billion people in over 160 countries via the Paramount Network and sports streaming service DAZN.
Caryn Dunayer, President of cbdMD, said in a press release that the fight league’s partnership with Viacom/Paramount “will facilitate a unique opportunity to educate athletes and fans about the many benefits of CBD.”
The CBD company sells topicals, capsules, edibles, bath bombs, and tinctures.
According to MMA news site Bloody Elbow, cbdMD sponsored the bout between Lyoto Machida and Chael Sonnen at Bellator 222, which was held last month in New York City.
The other major MMA organization, Ultimate Fighting Championship, announced last month that they would partner with Aurora Cannabis Inc. on CBD’s medicinal properties, according to Bloody Elbow, and that heavyweight Alexey Oleynik had signed a deal to represent ETFMG Alternative Harvest ETF, which is a cannabis-focused, publicly traded exchange fund.
Last year, Kushy Punch announced a partnership with Vanes “The Nightmare” Martirosyan for his World Middleweight title fight against Gennady “GGG” Golovkin. The fight marked the first time that HBO and the California State Athletic Commission approved a cannabis company as a sponsor for a boxing title contender.