A recent study indicates that a majority of sports fans in the United States are open to cannabis sponsorships for their favorite teams and leagues. This research, conducted by Performance Research based in Newport, Rhode Island, in collaboration with Full Circle Research from Potomac, Maryland, surveyed over 1,000 adults aged 21 and older across 24 states where recreational cannabis is legal.
The study found that over half of the surveyed fans from major leagues, including the NFL, NBA, MLB, NHL, MLS, UFC, NASCAR, and professional tennis, deem it acceptable for cannabis brands to sponsor teams. Specifically, 53% of respondents either view these sponsorships positively or report no significant change in their opinions about the leagues or teams involved.
Regarding specific products, the survey revealed that 45% of participants had used CBD or THC products in the past year. This figure aligns closely with general usage rates in the broader public, which stand at 42% for CBD and 43% for THC. While THC is known for its psychoactive effects, CBD is recognized for its non-intoxicating, medicinal properties.
The acceptance of cannabis sponsorships varies across different leagues. More than half of the respondents from the NFL, NBA, MLB, NHL, MLS, UFC, NASCAR, and professional tennis found CBD sponsorships acceptable. Meanwhile, at least half of the fans in MLS, UFC, NHL, pro tennis, NASCAR, and NBA also approved of THC sponsorships. However, fewer than 50% of fans found THC sponsorships acceptable in the NFL, MLB, and professional golf.
Jed Pearsall, president and founder of Performance Research, stated that the findings indicate a shift in public sentiment, suggesting that the cannabis industry should seize these sponsorship opportunities. “I think there’s no longer a justifiable reason to be shy about this,” Pearsall remarked. He emphasized that sports have a way of normalizing new concepts, benefiting both the cannabis market and its sponsors.
Despite the growing acceptance, awareness of current cannabis sponsorships remains low. Only 17% of sports fans reported being aware of any CBD or THC brands sponsoring teams or leagues. This contrasts with alcohol sponsorships, which have become commonplace in professional sports.
Some notable partnerships have already emerged in the sports world. Major League Baseball (MLB) entered into a deal with Charlotte’s Web in 2022, designating it as the league’s official CBD partner. In 2023, the Chicago Cubs partnered with Mynd Drinks for CBD sponsorship, while the Kansas City Royals signed an agreement with Pure Spectrum CBD. The Brooklyn Nets and Liberty also collaborated with Mynd Drinks following the NBA’s decision to remove marijuana from its banned substances list.
In the UFC, Love Hemp Group became a CBD sponsor in 2021, and NASCAR’s Richard Childress Racing established a partnership with cannabis producer 3Chi in 2022. Additionally, CBD Kratom was named the official CBD and Kratom partner of the United Football League (UFL) in 2024.
As cannabis sponsorships continue to emerge, the landscape of professional sports sponsorships is evolving, reflecting changing attitudes toward cannabis use in society.
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