Sports leagues once punished players for weed. Now fans want cannabis brands on the jerseys. A new national survey shows most U.S. sports fans in legal states support cannabis sponsorships in sports leagues. As the NFL, NBA, and others relax their marijuana rules, public opinion is shifting fast and cannabis is becoming a serious player in the world of sports marketing.
Key Takeaways
- Fans in legal markets overwhelmingly support cannabis sponsorships in sports, including THC brand partnerships.
- All nine major leagues surveyed, including the NFL, NBA, and MLB, showed majorities or pluralities in favor of cannabis deals.
- Only 17% of fans could name an active cannabis sports sponsorship, showing opportunity for brand growth.
- Experts say sponsorships help destigmatize marijuana and integrate it into mainstream culture.
- Notable teams like the Chicago Cubs, Brooklyn Nets, and New York Liberty already have cannabis partnerships.
Cannabis Sponsorships in Sports Gain Ground as Fans Show Strong Support
A growing majority of American sports fans now support cannabis sponsorships in sports, according to new national polling. The survey signals a major cultural shift in how marijuana is viewed in professional athletics, especially as leagues like the NFL, NBA, and UFC adjust their cannabis rules.
The poll, conducted in April by Performance Research and Full Circle Research, found strong approval for both CBD and THC brand partnerships across major leagues. With public opinion shifting and athlete cannabis use becoming less taboo, sports may soon be a mainstream platform for marijuana marketing.
Fans Approve Cannabis Sponsorships Across Every League
The survey asked over-21 fans in 24 adult-use states if they believed cannabis companies should be allowed to sponsor professional teams. Support was highest for CBD brand deals, but even THC sponsorships drew significant approval.
Here are the percentages of fans who say cannabis sponsorships in sports are “completely” or “mostly” acceptable:
| League | CBD Brands | THC Brands |
|---|---|---|
| MLS | 73% | 69% |
| UFC | 68% | 60% |
| Pro Tennis | 64% | 53% |
| NHL | 62% | 55% |
| Pro Golf | 62% | 49% |
| NBA | 60% | 50% |
| NASCAR | 56% | 53% |
| NFL | 55% | 46% |
| MLB | 55% | 46% |
“I think there’s no longer a justifiable reason to be shy about this,” said Jed Pearsall, president of Performance Research. “Sports has a way of normalizing things, and that’s good for the cannabis industry.” (via Sports Business Journal)
Leagues Evolve as Cannabis Sponsorships Gain Momentum
Rising fan support is mirrored by changing league rules around marijuana. Several top sports organizations are revising their cannabis policies, opening the door for cannabis sponsorships in sports to become more common.
- NFL: Raised THC testing thresholds and reduced player penalties.
- NBA: Removed marijuana from the league’s banned substances list.
- NCAA: In 2023, dropped cannabis testing for Division I athletes.
- WADA: Boosted THC limits for Olympic athletes back in 2022.
- Nevada: Changed state rules to protect athletes from cannabis-related discipline.
Still, inconsistencies remain. For example, UFC athletes in California must comply with that state’s athletic commission rules, which still enforce marijuana testing, even though the UFC itself has removed THC from its banned list.
Cannabis Sponsorships in Sports Are Already Here
Despite limited public awareness, several major franchises are already engaging in cannabis sponsorships in sports:
- In early 2024, the Brooklyn Nets and New York Liberty signed CBD beverage deals with Mynd Drinks.
- The Chicago Cubs partnered with Mynd too, marking Major League Baseball’s first official cannabis brand collaboration.
- The NFL has taken a research-first approach, funding studies with Canadian researchers on CBD’s role in pain relief and concussion prevention.
Yet legal friction remains. The NFL and teams like the Denver Broncos continue to defend disciplinary actions tied to cannabis. In one recent case, a player sued the league over synthetic cannabinoid penalties. The NFL argued cannabis use could affect job performance and alienate fans, despite growing evidence to the contrary.
Conclusion
The fans have spoken, and it’s not subtle: fans are ready for cannabis sponsorships in sports, leagues are loosening restrictions, and brands are starting to move in. With athlete policies evolving and public support growing, cannabis is lining up right next to energy drinks and beer in the sports marketing playbook.
As stigma fades, sponsorships from CBD and THC companies may become the new normal on jerseys, sidelines, and stadium signage.
This article is based on publicly available legislative records, court filings, industry reports, and published research as of the publication date. Cannabis laws and regulations change frequently — verify current rules with your state’s regulatory agency.
