A growing number of U.S. sports fans are signaling support for cannabis sponsorships in professional sports, reflecting shifting cultural attitudes and a booming CBD market that has already found a home in Major League Baseball.
Fans Say “Play Ball” to Cannabis Partnerships
A 2025 survey from Performance Research found that a majority of sports fans in states with legal cannabis view CBD sponsorships as acceptable for professional teams. Acceptance for THC-based brands—those with psychoactive compounds—is still mixed but trending upward. Younger and more progressive audiences, such as those following the UFC or MLS, showed support above 50%, while MLB and NFL fans were more cautious, with around 46% supporting THC sponsorships.
Despite this growing approval, only 17% of fans said they were aware of existing cannabis sponsors in sports. Analysts say that suggests untapped potential as leagues gradually relax old restrictions and consumers grow more comfortable associating cannabis with wellness, not taboo.
MLB’s Groundbreaking Step
Major League Baseball became the first major U.S. league to approve CBD sponsorships in 2022, provided brands meet NSF Certified for Sport® standards—ensuring products are THC-free and safe for athletes. Shortly after, MLB struck a landmark deal naming Charlotte’s Web the league’s Official CBD Partner, worth an estimated $30.5 million.
Teams soon followed suit. The Chicago Cubs partnered with Mynd Drinks in 2023, and the Kansas City Royals inked a deal with Pure Spectrum CBD, both among MLB’s first local CBD sponsors. These partnerships signaled MLB’s cautious but clear embrace of cannabis-derived wellness products—while THC-based sponsorships remain off-limits for now.
Other Leagues Catching On
The NBA removed marijuana from its banned substances list in 2023, allowing players and teams to explore CBD deals. Several franchises, including the Brooklyn Nets and New York Liberty, have since partnered with CBD brands.
In the NFL, cannabis reform is moving slower, but the league has eased penalties, raised THC testing thresholds, and funded studies on cannabinoids for pain management. NASCAR made headlines in 2022 when 3Chi, a hemp-based brand, sponsored Richard Childress Racing—the first major cannabis deal in motorsports.
Even soccer saw early adoption: Las Vegas Lights FC partnered with a dispensary back in 2018, making it one of the first U.S. teams to feature a cannabis sponsor in-stadium.
A Shift in the Stands
As stigma fades, sports fans are increasingly open to seeing cannabis on jerseys, broadcasts, and scoreboards—especially when presented as recovery or wellness-focused. CBD brands have paved the way by framing themselves as performance aids rather than recreational products.
For now, MLB leads the way with tightly regulated CBD partnerships, but with fan sentiment growing warmer and legalization expanding nationwide, cannabis could soon find a permanent place in the professional sports sponsorship lineup.