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Sneakers, snacks, beverages and even office equipment have been mainstays of sports marketing for years. But now, Major League Baseball has cracked a new one: cannabis products.
MLB scored an alliance with CBD maker Charlotte’s Web (note: the brand is not sold in dispensaries) this week. The deal marks first partnership between one of the Big Four pro sports leagues and a cannabis business.
The seeds of the agreement were originally planted in June. Now, are basketball, football and hockey likely to line up as well for similar deals?
What it means for the future of sports
So far, the other leagues are taking a “wait-and-see” approach, a representative from one of the Big Four told Adweek.