Cannabis Sponsorship in Sports: A Rising Trend Among U.S. Fans

A recent study reveals a significant shift in attitudes toward cannabis sponsorship in professional sports. Conducted by Performance Research, in partnership with Full Circle Research, the study focuses on U.S. sports fans in the 24 states where recreational cannabis use is legal. The results indicate that the majority of fans are open to seeing cannabis companies support their favorite teams and leagues.

Study Insights

The survey involved over 1,000 adults aged 21 and older who identified themselves as regular or occasional watchers of professional sports. Conducted from April 23-26, the research found that more than half of major league sports fans are comfortable with cannabis brands sponsoring teams or leagues. Specifically, 45% of respondents indicated they had used CBD or THC products in the past year. These figures mirror general public use rates, which stand at 42% for CBD and 43% for THC.

Understanding CBD and THC

It’s important to differentiate between CBD and THC, two primary compounds found in cannabis. THC (tetrahydrocannabinol) is psychoactive and produces the well-known "high" associated with marijuana use. In contrast, CBD (cannabidiol) is non-psychoactive and is often praised for its potential medicinal benefits without the euphoric effects. These distinctions play a crucial role in how the sports world views cannabis partnerships.

Fan Acceptance of Cannabis Sponsorship

According to the study, at least 53% of fans report that their perception of leagues and teams is either positively affected by or remains unchanged due to partnerships with CBD or THC brands. The acceptance varies by sport; fans of the NFL, NBA, MLB, NHL, MLS, UFC, NASCAR, professional golf, and tennis show a general willingness to support sponsorships from CBD brands. Conversely, acceptance rates for THC sponsorships are lower, with fewer than 50% of fans supporting such partnerships in professional golf, the NFL, and MLB.

Key Findings

• NFL and MLB Fans: Less than half find THC sponsorships acceptable.
• UFC and MLS: Greater acceptance for THC brands, showcasing a notable difference by sport.
• Oversight: Despite these positive attitudes, only 17% of fans are aware of existing sponsorships involving CBD or THC brands.

Industry Perspectives

Jed Pearsall, president of Performance Research, opines that there’s a growing normalization of cannabis in sports. He emphasizes that marketers should embrace this new era of sponsorship possibilities. "Sports has a way of normalizing things, and that’s good for the cannabis industry," Pearsall states, suggesting that the sports industry can help to validate cannabis use.

Current Cannabis Partnerships

While the visibility of cannabis sponsorships remains limited, some teams and leagues are beginning to explore this rapidly growing market. For instance, Major League Baseball (MLB) signed a partnership with Charlotte’s Web in 2022, designating it as the official CBD brand of the league. The Chicago Cubs followed suit in 2023 by partnering with Mynd Drinks, a CBD-focused brand. This trend was further exemplified when the Brooklyn Nets and New York Liberty teamed up with Mynd Drinks after the NBA lifted marijuana from its banned substances list.

Other noteworthy partnerships include UFC’s deal with Love Hemp Group and NASCAR, which signed 3Chi as a sponsor for Richard Childress Racing. Additionally, CBD Kratom has been named the official CBD and Kratom partner of the UFL for the 2024 season.

Future Implications

Despite the current limited scope of cannabis sponsorships compared to alcohol brands, the favorable views among fans suggest a promising future for cannabis marketing in sports. As awareness grows and stigma lessens, there may be more opportunities for cannabis companies to engage with the sporting community. The study suggests that as more fans become acquainted with these partnerships, the landscape of sports sponsorship may be poised for a significant transformation.

Final Thoughts

The intersection of sports and cannabis sponsorship represents a changing dynamic in both industries. As more teams take the leap into these partnerships, the relationship between fans, players, and cannabis brands could continue to evolve in fascinating ways, forever altering how we perceive the role of cannabis in the world of sports.