Audacious move as pain relief cream mixes it with the men who ride bulls

The makers of a new CBD pain relief cream – mixed with an actual local anaesthetic – are bullish about their prospects of a sales boost from an endorsement deal with one of the most painful professional sports around.

Audacious, the operating name for Australis Capital, has announced a multi-year endorsement agreement with Professional Bull Riders (PBR) the body behind the fast-growing niche American sport.

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