A growing number of American sports fans are expressing strong support for cannabis brands sponsoring their favorite teams. A recent national poll has found that the majority of adult fans would welcome both CBD and THC product sponsorships across top-tier professional sports leagues, including the NFL, NBA, MLB, NHL, UFC, and more.
In states where adult-use cannabis is legal, fan enthusiasm for CBD sponsorships is widespread—often reaching more than half or even two-thirds of respondents. Even when asked about full THC branding, fans still showed surprisingly high levels of acceptance. The support was particularly strong among fans of younger, more progressive leagues like Major League Soccer, UFC, and newer basketball circuits.
This shift in public opinion reflects the rapid mainstreaming of cannabis culture. As more states legalize adult-use marijuana, sports fans no longer view cannabis branding as controversial or inappropriate. Many fans said cannabis sponsorships would either improve their opinion of a league or make no difference at all. Only a small percentage believed it would negatively impact the league’s image.
Several leagues have already begun to align with this shift. MLB has officially allowed CBD partnerships for team and league sponsors. The NFL has reformed its policy on marijuana testing for players and permitted them to invest in cannabis-related ventures. In professional basketball and mixed martial arts, there are signs of similar reform and growing tolerance.
For cannabis companies, sports sponsorships represent a largely untapped marketing opportunity. These deals offer wide exposure, access to loyal fan bases, and the credibility that comes with aligning with legacy institutions. Until now, cannabis advertising has been restricted by legal barriers, but with federal reform slowly gaining traction and state laws evolving, the path to high-profile partnerships is opening up.
The survey also found that fans support sponsorships in golf, tennis, and NASCAR—sports that often reach a broader demographic. This reflects a larger cultural shift: cannabis is no longer seen as subversive or fringe, but as a legitimate consumer product with wellness, recreational, and economic value.
With fans ready, leagues slowly adapting, and brands eager for visibility, cannabis sponsorships may soon become as common as beer ads in the sports world. It’s a new era—and cannabis is stepping into the arena.
For more on topics like these, check this link out LATEST INDUSTRY NEWS
