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.
US cannabis giant Cookies, which now operates in over 70 retail locations in more than 20 markets and six countries, today announced that it has partnered with USC Athletics to sponsor its team.
Specifically involving Cookies CBD products, not its adult-use cannabis line, the partnership will see its branding integrated across a range of USC events.
These will include USC football, men’s and women’s basketball, across athletics digital channels, and onsite ‘tailgate experiences’ at select events throughout the year.
Berner, Co-Founder and CEO of Cookies, said: “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/General Manager of USC Sports Properties, added: “With the decision to open this category, it was our goal to find the right partner for USC Athletics, and we did just that with Cookies.
“Cookies is the global leader in CBD but also an innovative brand deep in life-style culture and wellness,” said Drew DeHart, Vice President/General Manager of USC Sports Properties, a branch of Playfly Sports. “We are excited for the Trojans to be a leader in collegiate athletics on and off the field, and today’s announcement continues to showcase just that.”
The expansion into mainstream sports comes as Cookies also looks towards Europe for expansion.
Last month, Cookies announced that it was expanding its partnership with Israeli cannabis market leader Intercure.
This will licence Intercure to cultivate, manufacture, import and distribute Cookies’ branded products, produced from its cultivation and manufacturing facilities, in 8 licensed branded pharmacies across Germany, through Cookies Corners.
This agreement marks an expansion of InterCure and Cookies’ partnership footprint in Europe, now covering the UK, Austria, and Germany, alongside strategic collaborations in Israel.
The post Cookies Signs Landmark Parnership With USC Athletics Amid European Expansion appeared first on Business of Cannabis.
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