St-Pierre, or GSP as he is known to fans, is a UFC world champion and Canada’s Athlete of the Year from 2008 to 2010.
Montreal-born St-Pierre will facilitate and provide promotional services such as branding, social media, product placement and endorsement of the Love Hemp brand of CBD products.
READ: Codebase Ventures' investee World High Life plans £9M acquisition of UK cannabis supplier Love Hemp
"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," St-Pierre said in a statement Tuesday.
"I am committed to building great teams and getting world class results in everything I do, and the World High Life and Love Hemp team have shown me they have everything it takes to achieve that world class standard."
"Georges St-Pierre represents a world champion standard and following that will greatly benefit the growth of the Love Hemp CBD health and wellness brand and sales of its product portfolio," Code director Brian Keane told investors.
"As Love Hemp and World High Life expand throughout the UK, into Europe and beyond, GSP will add tremendous power to the mix and differentiate the offering throughout the world."
Love Hemp was established in 2015 by two UK entrepreneurs. All Love Hemp products are certified THC free and have a guaranteed CBD concentration. Products sold by the brand include oils, edibles, cosmetics and vaping materials.
In 2019, Codebase Ventures announced its investment into World High Life, which publicly trades on the UK’s NEX Exchange. World High Life acquired Love Hemp Ltd in September 2019 for £9 million.
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