The Super Bowl is more than just a sporting event—it’s a cultural phenomenon that brings together millions of viewers for football, entertainment, and, increasingly, innovative advertising. In 2025, the cannabis industry is making headlines as it continues to intersect with the Super Bowl, reflecting how far cannabis culture has come in terms of acceptance, visibility, and integration into mainstream events.
In this blog, we’ll explore how the cannabis industry is involved with the Super Bowl this year, from innovative marketing campaigns to the growing conversation around cannabis and sports.
Cannabis Advertising: A Game-Changer for Super Bowl 2025
The Super Bowl is synonymous with high-stakes advertising, and in recent years, cannabis companies have sought to secure their place alongside major brands. In 2025, we’re seeing:
1. Cannabis Ads on the Big Screen
• Shifting Policies: While cannabis advertising was once banned outright, some states now allow cannabis-related commercials during broadcasts. This year, cannabis companies are leveraging state-specific airing opportunities to reach Super Bowl audiences in markets like California, Colorado, and New York.
• Focus on Wellness: Instead of promoting psychoactive products, many cannabis brands are highlighting CBD wellness lines, emphasizing themes like relaxation, recovery, and balance.
2. Brand Partnerships
• Cannabis companies are partnering with mainstream brands to create co-branded products and campaigns tied to the Super Bowl. For instance:
• Limited-edition CBD-infused snacks.
• THC-free relaxation kits designed for game-day stress relief.
Cannabis and Athlete Advocacy
The conversation around cannabis in sports has evolved dramatically, with many athletes advocating for its use as a tool for recovery, pain management, and mental health support. The Super Bowl spotlight provides a platform for these voices:
1. Former NFL Players as Advocates
• Retired NFL players are some of the most vocal supporters of cannabis for managing pain and injuries sustained during their careers. In 2025, players like Delvin Breaux Sr. who has the The Delvin Breaux Sr. Foundation helping de-stigmatize cannabis much like High Science, are leading campaigns to educate fans about the benefits of cannabis for sports recovery.
2. Cannabis Sponsorships in Sports
• As stigma fades, cannabis brands are partnering with athletes and teams, showcasing products designed for muscle recovery, anxiety reduction, and sleep support.
3. CTE and Cannabis Research
• Chronic traumatic encephalopathy (CTE) remains a significant issue for football players. Ongoing studies in 2025 are exploring how cannabis, particularly cannabinoids like CBD and CBG, may help reduce brain inflammation and support neuroprotection for athletes. Partners like Medicinal Genomics brothers Brendan & Kevin McKernan are helping pave the way for cannabis research with their groundbreaking testing.
Game-Day Products: Cannabis Meets the Super Bowl
The Super Bowl has always been a celebration of indulgence, and cannabis is playing a growing role in enhancing the experience. Popular products for game-day festivities in 2025 include:
1. Edibles
• CBD-Infused Snacks: Chips, popcorn, and gummies are popular for stress-free snacking without psychoactive effects.
• Low-Dose THC Edibles: Perfect for socializing, these products deliver a mild high that complements the game-day atmosphere.
2. Beverages
• Cannabis-Infused Drinks: From non-alcoholic THC seltzers to CBD sparkling waters, these beverages are a hit at Super Bowl parties.
• Mocktails: THC-infused mocktails are trending for fans who want a unique twist on traditional game-day drinks.
3. Topicals
• CBD topicals are being marketed for their ability to relieve tension and stress, making them a go-to for fans looking to unwind during halftime. Companies like iLAVA produced by Moe & Chip in Tucson, AZ have iLAVA Touch which is a topical cream that helps promote pain relief & overall healing.
The Super Bowl and Cannabis Law Reform
The Super Bowl’s massive viewership makes it a key moment for sparking conversations about cannabis law reform:
1. Raising Awareness
• Some cannabis companies are using their Super Bowl ad slots to advocate for federal legalization, highlighting the industry’s economic potential and medical benefits.
2. Shifting Public Perception
• High-profile campaigns featuring athletes, veterans, and healthcare professionals are aiming to reduce stigma by showcasing cannabis as a legitimate and responsible wellness choice.
Cannabis Events Surrounding the Super Bowl
In states where cannabis is legal, the Super Bowl is driving a surge in cannabis-themed events and experiences, including:
1. Super Bowl Viewing Parties
• Dispensaries and cannabis lounges are hosting curated viewing events featuring product sampling, catered cannabis-infused foods, and game-day specials.
2. Pop-Up Experiences
• Cannabis brands are hosting pop-up activations near the game’s location, offering exclusive merchandise, interactive exhibits, and product tastings.
3. Wellness Workshops
• Events focused on cannabis for recovery and wellness are appealing to sports enthusiasts who are curious about integrating cannabis into their routines.
What Does This Mean for the Cannabis Industry?
The cannabis industry’s growing presence in the Super Bowl reflects its increasing normalization and integration into American culture. This year’s involvement showcases:
• Mainstream Acceptance: Cannabis brands are successfully navigating advertising restrictions to participate in high-profile events.
• Shifting Conversations: The dialogue around cannabis is evolving, focusing on wellness, responsible use, and medical potential rather than recreational stereotypes.
• Economic Growth: With cannabis sales expected to surpass $40 billion in the U.S. by 2025, the Super Bowl provides a platform to capture a wider audience and drive industry growth.
High Science: Championing Cannabis Culture
At High Science, we celebrate milestones like the Super Bowl as opportunities to elevate cannabis culture and highlight its versatility. By promoting honest dialogue and responsible consumption, we’re paving the way for a more informed and accepting society—one touchdown at a time.
As cannabis takes its place in the spotlight this Super Bowl season, we’re excited to see how the industry continues to innovate, inspire, and connect with audiences on a global scale.
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