Sports, pop culture, pizza reviews, and now weed: this media company is branching out. Barstool Sports is known for silly interviews, pizza reviews, and more, all centering on sports and pop culture. The company started solely covering athletics but has since grown to attract a wider audience. This year, it seems focused on expanding into the weed world.
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The media company recently announced its new partnership with multi-state cannabis operator Green Thumb Industries (GTI). The team intends to make custom content for consumers everywhere. Coverage will center around GTI brands RYTHM and Dogwalkers Prerolls.
“Barstool Sports is a cultural powerhouse that speaks directly to the audience we want to reach—one that values authenticity, entertainment, and modern lifestyle choices,” Armon Vakili, GTI vice president of strategic initiatives and partnerships, said to GreenState.
Barstool Sports shows like The Dog Walk, Macrodosing, and 773 TV will soon feature specialty content with a GTI-themed weed focus. This partnership signals another inventive solution to stringent advertising and marketing regulations saddling the growing industry.
Cannabis brands are not held to the same advertising standards as other companies. They often have more stringent rules than alcohol or gambling companies. Every state has its laws on the matter, but most will bar any television or radio ads, with some even stopping companies from sponsoring community events not deemed 21+.
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Partnering with media companies to create branded content also happens to be engaging in an inventive workaround for cannabis marketing complications. This GTI partnership will put the brand in front of 66 million Barstool Sports viewers, growing its original reach exponentially.
“This partnership allows us to seamlessly integrate cannabis into mainstream culture, creating a unique platform for RYTHM and Dogwalkers to connect with consumers in new and exciting ways,” Vakili shared.
RYTHM has dipped a toe into the celeb world with the Artist Series. The cannabis line pairs trending musicians with an in-house strain that embodies their cannabis desires. Barstool Sports has also worked in weed before this deal.
The digital media brand announced a partnership with Cann just before 420, similar to the deal with GTI. Cann is featured in podcasts and video series on Fore Play, Bussin’ with the Boys, Chicks in the Office, and other Barstool shows.
As cannabis legalization takes the country by storm, media partnerships will continue to serve as an inventive way to reach more consumers. Weed Superbowl commercials may be far off, but at least stoners can tune in to Barstool Sports in the meantime.
