The University of Southern California (USC) has announced a new partnership with cannabis brand Cookies in what is thought to be the first tie-up of a college sports team and CBD brand in the US.
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Cookies, a major player in the U.S. cannabis scene with over 70 retail locations in 20+ markets and six countries, just announced a big move: they’re teaming up with USC Athletics to sponsor its teams. But, to be clear, this partnership is focused on Cookies' CBD products, not their adult-use cannabis line.
This means you’ll be seeing the Cookies brand pop up at various USC events. The partnership covers USC football, men’s and women’s basketball, digital channels for athletics, and even special tailgate experiences at select events throughout the year.
Berner, Co-Founder and CEO of Cookies, expressed his excitement, saying, “California is our home state, and for Cookies to be involved with a premier athletic program, in the oldest private college in the state, is incredibly exciting for us.”
Drew DeHart, Vice President and General Manager of USC Sports Properties, was equally thrilled. “We wanted to find the right partner for USC Athletics when we decided to open this category, and Cookies was a perfect fit. Cookies is a global leader in CBD and a brand deeply rooted in lifestyle culture and wellness.”
DeHart also emphasized how this partnership showcases USC as a leader both on and off the field.
But Cookies isn’t just focused on U.S. sports. The brand is also eyeing international expansion, particularly in Europe. Last month, Cookies extended its partnership with InterCure, a cannabis market leader in Israel. This deal allows InterCure to cultivate, manufacture, import, and distribute Cookies-branded products across eight licensed pharmacies in Germany, known as Cookies Corners.
This is part of a broader European expansion that now covers the UK, Austria, and Germany, alongside strategic partnerships in Israel. So, while Cookies is making waves in the U.S. sports world, they’re also growing their global footprint.
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