Upscale & VuVuV to Utilize its Unique Marketing Assets at Each UC Irvine Home Game while Leveraging Data and Digital Expertise through Learfield’s Fan365 Platform

IRVINE, Calif. – UC Irvine Athletics along with Upscale CBD & VuVuV CBD Petline are kicking off the new year with an exclusive multi-year partnership agreement utilizing Upscale and VuVuV’s unique marketing assets while leveraging data and digital expertise through Anteater Sports Properties, the locally based team of Learfield – the media and technology company powering college athletics.

Upscale CBD & VuVuV CBD is an innovative health, wellness and personal care products company based in Chicago, Illinois. Upscale & VuVuV have successfully and strategically focused on introducing high-level, high-quality, hemp-derived CBD products to a diverse clientele and their pets, enriching their breadth of health, personal care and wellness.

“Upscale & VuVuV offers an exceptional health and wellness product and we’re ecstatic to partner with them on their first venture into college athletics,” said John Abdou, Senior Associate Athletic Director for Health, Wellness & Sports Performance at UC Irvine. “CBD products can have exceptional benefits and we’re proud to have Upscale on our team.”

“As a family-owned business, Upscale CBD & VuVuV CBD are strategically focused on introducing high-quality, hemp-derived CBD, THC-FREE products to a diverse clientele and their pets,” said Tamara Rodgers, CEO of Upscale CBD.

By partnering with UC Irvine Athletics through Anteater Sports Properties, Upscale & VuVuV will receive enhanced social media collaboration with the Anteaters as well as one million digital impressions annually through Fan365 – Learfield’s programmatic digital sponsorship and marketing program.

“We are thrilled about this historic collaboration between Upscale CBD, VuVuV and UC Irvine. Upscale is the first CBD owned company to sign a collegiate contract with UC Irvine,” said Prescott Browne, President & Co-Founder of Upscale CBD. “As a minority-owned business, we are excited for the fans of UC Irvine to experience our CBD products that we personally developed. Our line has been chemically tested and approved for individuals and our furry friends.”

Upscale & VuVuV’s relationship with the Anteaters also features category exclusivity and in-venue signage at the Bren Events Center – both courtside and on the arena’s ribbon boards – which will be visible on all upcoming ESPN+ broadcasts of UC Irvine men’s and women’s basketball beginning with this Thursday’s men’s basketball game against Cal State Fullerton.

“We’re excited to bring Upscale CBD & VuVuV CBD into the Anteater family and see their brand grow in front of the UC Irvine fanbase and community,” said Joseph Huerta, General Manager of Anteater Sports Properties. “We look forward to delivering them a premium social and digital presence for many years to come.”

Anteater Sports Properties is the exclusive multimedia rights holder for UC Irvine Athletics and oversees all sponsorship agreements on behalf of the Anteaters.

About Upscale CBD
UPSCALE™ is an innovative, Chicago, Illinois-based health, wellness, and personal care products company. The vision and mission at UPSCALE™ is simple: to illustrate and showcase the dynamic, restorative advantages of hemp-derived products. Upscale aims to inspire and educate consumers to experience the uniquely refreshing lines of hemp-derived CBD products for themselves and their furry animal companions through VuVuV CBD Petline – each developed THC FREE. UPSCALE™ lifestyle brand is a family-owned company led by its CEO Tamara Rodgers and her son, Co-Founder/President, Prescott Browne. Together, they have successfully and strategically focused on introducing their high-level, high-quality, hemp-derived CBD products to a diverse clientele enriching their breadth of health, personal care, and wellness.

About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions.