More states offer legal cannabis than don’t nowadays. While state governments and voters enact reform, athletes seek the same rights as the average citizen. Still, anti-doping agencies continue testing athletes for weed at various levels. The compounds have shown promise for workout recovery, but most experts do not deem weed performance-enhancing. In the wake of these facts, professional leagues, like the NBA and UFC, have lifted anti-cannabis rules.
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Advocates seek change at the international level for Olympians while restrictions on collegiate athletes have been lifted. After a year of recommendations and voting, the National Collegiate Athletic Association (NCAA) removed cannabis from its banned substances for football players.
“The council’s focus is on policies centered on student-athlete health and well-being rather than punishment for cannabis use,” Whitman said in a statement. “NCAA members continue efforts to modernize support for student-athletes, and removing restrictions on skill instruction in football will provide those student-athletes with increased resources to achieve their greatest on-field potential.”
USC partners with cannabis brand for upcoming seasons
This move at the national level may have inspired a new collaboration for the University of Southern California (USC). USC Athletics is now an official partner of Cookies CBD, marking the first weed deal in collegiate sports. Cookies media integrations, tailgate events, and exclusive branded merch will grace football and basketballs seasons for the next few years, at least.
USC Sports Properties negotiated the deal for the university. The multimedia rights holder for the athletic program seeks to engage the fanbase through broadcast, experiential, digital, and other media. These agents manage over 40 college and high school programs through parent company PlayFly, encouraging a broader fan base and higher income for the teams.
Opening up to cannabis was a calculated step, and Cookies was chosen for its notoriety and proven popularity.
“We are excited for the Trojans to be a leader in collegiate athletics on and off the field, and today’s announcement continues to showcase just that,” said Drew DeHart, vice president/general manager of USC Sports Properties.
The USC x Cookies partnership does not equate to plumes of blunt smoke being permitted over pregame tailgates, but it does ignite something else. USC Football is a collegiate program with national recognition, and now the first to enter into a partnership like this. As the media brand dips a toe into the weed pool, it will be interesting to see what team jumps in–and how big of a splash they make.
