World High Life PLC (LON:LIFE) (OTCQB:WRHLF) said Georges St-Pierre, a brand ambassador for the firm and its subsidiary cannabidiol (CBD) brand Love Hemp, will be showcased in a special broadcast on the BT Sport network.
St-Pierre is a Canadian professional mixed martial artists and a three-time Ultimate Fighting Championship (UFC) world champion who retired from the sport in 2019.
The special, which will air on Thursday, will consist of a five -hour programme and an interview with St-Pierre wearing Love Hemp branded apparel.
World High Life said as a brand ambassador, St-Pierre facilitates and provides promotional services, including branding, social media, product placement, endorsement and overall support of the company and the Love Hemp brand.
"I believe that using Love Hemp's CBD products in my training helped my recovery and overall wellbeing greatly, and I embrace this opportunity to help create innovative products and grow the Love Hemp brand so that others can benefit as well. I am committed to building great teams and getting world class results in everything I do, and I am thrilled to contribute to the World High Life and Love Hemp team to help achieve those standards", St-Pierre said in a statement.
"Georges St-Pierre is an integral part of our vision. He has contributed greatly and valuably to our brand culture and towards the development of key Love Hemp ranges. This showcase special on BT Sport will serve to provide a retrospective on Georges' incredible history in the UFC and provide significant exposure for the Love Hemp brand while doing so", added Love Hemp chief executive Tony Calamita.
World High Life shares were trading at around 6.8p in mid-morning deals on the Aquis Exchange on Tuesday.
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