Athletes Loving Cannabis Are Opting For Sponsorship With Cannabis Brands

Athletes Loving Cannabis Are Opting For Sponsorship With Cannabis Brands

People try numerous means to enhance their performance, and that is true of runners, swimmers, triathlon participants, basketball players, footballers, etc.

It is not exactly new to hear that some athletes are trying cannabis in many forms.  A growing trend making headlines is that some athletes have begun looking for cannabis sponsors.

The Change Is On The Horizon

It is not without reason that the athletes using cannabis are sponsoring cannabis brands. Using cannabis-infused products has helped a lot of athletes perform better, cope with workout related aches, and improve their mental well-being. The cannabis brands, on the other hand, are keen on improving their image.

For ages, cannabis consumption has been associated with staying intoxicated and leading a sedentary lifestyle. They are keen on breaking that stereotype. Nothing can be possibly better than getting their products sponsored by popular icons and people leading active and healthy lives.

The cannabis brands are now trying newer measures to associate leading athletes with their products. They are utilizing digital channels and platforms. Apart from using YouTube channels, the brands are also resorting to platforms like Instagram and Facebook. Nowadays, these platforms are used by billions of people; encompassing from many age groups and diverse lifestyle profiles.

The Growth Is Slow

While a portion of athletes are enthusiastic about using cannabis products, and they have no qualms about sponsoring the brands, the mindset is not shared by all of their peers. Flavie Dokken, a competitive ultramarathoner based in Colorado sponsors Wana Brands, a cannabis company selling cannabis-infused products. She admitted that her peers in the industry who are associated with top brands like Nike will not admit using cannabis products easily.

In fact, those brands also stay away from endorsing anything related to cannabis. The athletes, who shy away from endorsing cannabis brands and their products openly, often use cannabis for performance boosts and staying motivated.

While big brands stay away from endorsing cannabis-related things, the new and growing companies are relatively less hesitant. The World Anti-Doping Agency struck off CBD as a banned substance 2 years back.  However, THC is still not allowed as a drug. The athletes can use cannabis during training and off-season but not in professional events.

Canada’s marijuana legalization took place in 2018, but It product oxanabol also banned athletes from associating with cannabis companies. However, a number of Canadian athletes use diverse cannabis products for pain management and motivation. Elias Theodorou, a Canadian MMA fighter, is one of them. He was advised by doctors to use cannabis for pain mitigation. He found that medical cannabis is better than typical medications; including the pain killers NSAIDs. He has been sponsored by brands like Coors Light and Mattel.

More Than Just Sponsorship

The cannabis brands sponsoring athletes do not only enhance profit margins, but they also want the stigma and myths associated with cannabis usage to go away. A CBD startup, Mendi, uses athlete ambassadors to promote their products better.

They have tied up with soccer player Megan Rapinoe and noted WNBA player Sue Bird. These athlete ambassadors promote Mendi products on their social media channels. CBD is not allowed in WNBA yet. However, Bird uses it in the off-season.

What The Health Experts Think

Health and fitness experts think that using cannabis is not a detrimental thing for the athletes as long as they use the substance in the right ways – in moderation. The majority of doctors say that cannabis should not be used as a performance-boosting drug, rather, its use should be aimed at obtaining relaxation, healing injuries, and coping with pains minus side effects. It also helps the athletes cope better with performance anxiety.

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