Now that CBD is no longer prohibited by the World Anti-Doping Agency (and the related American agency) how can various US sports associations continue their prohibition? And now that the end to CBD prohibition seems close, what sponsorship opportunities might emerge? Sports marketing and CBD seem to be a natural fit.
CBD is the non-psychoactive component of cannabis and has proven medicinal effects on inflammation. As any athlete knows, it’s inflammation that is one of the greatest risks to performance and chronic inflammation speeds the aging process. Inflammation is why many athletes take an ice bath after a workout or take anti-inflammatory over the counter drugs. So why is CBD still banned by the vast majority of sports regulating bodies? The problem with natural cannabinoids is that some very small amounts of the psychoactive component THC might still be present, however, synthetic cannabinoids don’t pose that risk. Many producers claim methods that remove all THC, but some of the sports regulating bodies have found these claims to be false and put all risk of non-compliance on the athlete. THC, no matter the amount, still remains a banned substance in the vast majority of professional leagues.
Despite some warnings from the PGA, the #18 golfer on the tour just came out as a supporter of CDB. Bubba Watson, one of the biggest names in golf, just endorsed cbdMD and claims that CBD has helped him be calm and sleep better.
“I’ve personally felt the benefits of cbdMD’s products,” Watson said in the statement. “cbdMD is the safest on the market and I am proud to partner with them to help millions feel better.”
Watson’s multi-year contract outlines specifics of the partnership, including that he will wear cbdMD logoed apparel during PGA events. He will also be obligated to participate in a number of integrated marketing events and promos. Given that CBD has found some advertising platforms closed, the chance to be on a high profile golfer on the PGA tour alongside the very biggest and best global brands could lend much legitimacy and marketing power for cbdMD.