The First CBD Pro Sports Sponsorship Was a Huge Gamble

Craft 1861's historic laps at the Indy 500 were no sure thing

Of the 57 million active IndyCar fans, more than 65% matched Craft 1861's demographic profile. Craft 1861

Eagle-eyed viewers of the recent Indy 500 saw the Defy logo on two of the lightning-fast cars, marking the first time a CBD-infused sports drink had made its way into one of racing’s most celebrated events.

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@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.