Cookies, the cannabis brand founded by Gilbert "Berner" Milam Jr., has made history by becoming the first cannabis company to sign a sponsorship deal with a college football team.
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In an unprecedented move, Cookies has partnered with the University of Southern California (USC) for a three-year sponsorship deal. Despite the NCAA's traditionally strict stance on cannabis-related advertising, this deal will see the Cookies logo appear on official USC merchandise and prominently displayed in the Trojans' Los Angeles Memorial Coliseum during games.
While the sponsorship technically applies to Cookies' CBD and wellness products, the same logo widely recognized in the cannabis industry will be used, meaning the distinction between the wellness line and the marijuana business will be unclear to fans. Cookies plans to host tailgating events and have its branding featured in digital banner ads during USC home games, giving the brand exposure to millions of college football viewers across the country.
This groundbreaking deal comes as college sports programs are increasingly looking for new revenue streams, particularly as gambling companies have moved away from advertising with collegiate teams. While this move is likely to attract some controversy, especially given that many college students are not of legal age to use cannabis, it signals a potential shift in NCAA advertising policies and opens the door for more cannabis brands to enter the lucrative college sports market.
Experts like Jim Andrews, a sports marketing professor, believe that with college sports seeking new marketing opportunities, this deal may represent the start of a significant influx of cannabis advertising. Though the NCAA has not officially confirmed a change in its advertising rules, the removal of cannabis from its banned substances list earlier this year for football players could indicate a softening stance.
The deal has sparked debate about the ethics of cannabis advertising in sports, particularly with concerns about its potential influence on younger audiences. Nonetheless, Cookies CEO Berner expressed pride in the partnership, noting that it felt "unreal" to see his cannabis brand associated with a major college sports team, a sign of the evolving public and institutional views on cannabis.
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