Impression Healthcare has stepped into the octagon with ONE Championship, the biggest sporting league in Asia.
The oral devices manufacturer—and developer of four unique medicinal cannabis products—Impression Healthcare (ASX:IHL) has become the official supplier and concussion research partner of the MMA sports league, ONE Championship.
The deal represents a major brand development and international expansion opportunity for IHL, as ONE Championship is one of the largest and fastest-growing sporting bodies in the world.
ONE Championship—which has positioned itself as competitor to the UFC—is the largest global sports media property in Asian history, with a global broadcast reach of 2.6 billion potential viewers over more than 140 different countries.
The agreement between the two companies sets out the provisions that will govern the marketing of IHL's Gameday Mouthguards across ONE's extensive digital and physical infrastructure.
As part of the deal IHL will also become the concussion research partner for ONE Championship, which may see the company make use of the FiTGuard head impact monitoring platform to monitor and respond to concussions 'in-combat'
During the current quarter Impression's management is also expected be "on task" to kick off a clinical trial investigating the use of CBD as a treatment for sportspeople suffering from concussions and traumatic brain injuries in sportspeople during the current quarter.
The agreement is a massive development for Impression Healthcare, as it will provide the company with considerable exposure to the growing sport of mixed martial-arts. In fact, it may even open the door for IHL to pursue similar deals with other athletic bodies in future.
"We're delighted to collaborate with ONE Championship on two fronts; to generate a sales relationship for our oral devices division and to enhance our concussion program. Some of the major cannabis companies including Canopy Growth Corporation and Aurora Cannabis Inc have partnered with international sporting organisations to investigate the use of CBD products for elite athletes."
– Impression Healthcare Managing Director and CEO, Joel Latham
"Aurora has collaborated with the UFC and Canopy with the NHL Association."
"Now, on top of a great marketing opportunity for existing products, Impression is delighted to leverage our cannabinoid concussion project and our location in the Asia Pacific region, to partner with the biggest martial arts competition in the world," Latham said.
The company's research into concussions may also prove particularly attractive to sporting leagues such as the NFL, which is currently facing a player health crisis caused by traumatic brain injuries.
Impression Healthcare will now provide high-quality oral devices to ONE Championship from its facilities in in Shenzhen, China.
As a part of the company's comprehensive brand development plan the Gameday logo will be featured on televised in-program graphics twice during the main card of all events, and will receive the following benefits across at least 10 events per calendar year:
- A full-page colour advertisement in the event souvenir program
- One airing of a 30 second commercial featuring Gameday Mouthguards
- Gameday logo features on media backdrop, including at press conferences
- One logo feature with on the ONE Championship event website page with hyperlink
- Gameday logo feature on the pat-down mat all other ONE marketing collateral
- A 3m x 3m activation booth space to be provided at the event venue for activation purposes;
- 10 x VIP, 10 x category 2 and 10 x category 3 ringside tickets for the purpose of promotional activities, brand building and Asian investor relations.
IHL will pay a royalty to the company for ONE-branded Gameday Mouthguards and FitGuard by Gameday over a two-year term, which is to take effect immediately.
Athletes who are members of ONE will also be given the opportunity FiTGuard by Gameday and the Gameday Mouthguard throughout the agreement period, which will give IHL exposure to more than 550 elite sportspeople worldwide.
We believe this deal spells big things for Impression Healthcare, as collaborative cannabinoid research is a bedrock of the cannabis industry.
Moreover, the agreement gives IHL exposure to one of the fastest growing sectors in the sporting world, as ONE currently pulls in an average viewership of 20 million per event broadcast. To put this in context, the NFL currently only draws in an average of 16 million viewers per game, while the NBA garners just 2 million.
We don't know about you, but that sounds like a knock-out to us.