Israel-based firm, CiiTECH, has teamed up with Rugby team Tel Aviv Heat, a founder member of the Rugby Europe Super Cup.
The partnership sees the cannabis healthcare company become the global founder partner and sponsor of the team’s shirts in their inaugural year on the pitch.
Clifton Flack, CEO of CiiTECH, which owns leading UK CBD brands Provacan, IMPACT Sports and HuGG, commented: “We are delighted to become Tel Aviv Heat’s Global Founder Partner. Innovation is at the core of CiiTECH’s DNA and Tel Aviv Heat was a truly innovative concept, fast-tracking rugby to become a mainstream sport in Israel. This partnership is a continuation of CiiTECH’s long-standing association with rugby and Israeli rugby in particular.”
In addition to the Israel national team, the new franchise competing in the Super Cup will boost the profile of rugby within Israel.
The tournament is hosted by Rugby Europe and was created to help emerging rugby nations gain valuable professional experience to elevate their skill levels and compete against stronger nations on the rugby pyramid. The Rugby Europe Super Cup launched this year with eight teams, with plans to expand to 16 teams by 2025.
Kevin Musikanth, head coach of the Israeli National Rugby team with over 20 years of coaching experience, has been appointed Director of Rugby at the Tel Aviv Heat.
“As the first pro rugby team out of Israel, the Tel Aviv Heat provides a professional platform with international mentors, providing a pathway for Israeli players to see a future in this great sport,” he said.
“With the shared vision and support of CiiTECH, the Tel Aviv Heat is certain to succeed on the field as well as off the field within our development program. Huge thanks to Clifton and the CiiTECH team for jumping on board.”
Understanding CBD in high-impact sports
CiiTECH is renowned for its cannabis expertise, which is developed through partnerships with leading researchers, tech companies, and academic institutions. As a result, the company’s brands and its services have a cutting edge on the cannabis market.
Flack said: “We’re excited to be a global partner for Tel-Aviv Heat, strengthening our rugby relationships and providing a platform to further research and understand the benefits of CBD in high-impact sports.”
Pete Sickle, Tel Aviv Heat CEO, added: “As we enter into our very first season, we are excited to launch a strategic partnership between the Tel Aviv Heat and CiiTECH. Both are committed to the core values of innovation, creativity, adaptability and striving for excellence through hard work. We are proud to have CiiTECH on the front of our jerseys and look forward to growing together in the years to come.”
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