USC Athletics breaks new ground by partnering with cannabis brand Cookies, marking the first CBD sponsorship in U.S. college sports
In a landmark move set to redefine collegiate sports sponsorships, the University of Southern California (USC) Trojans have forged a pioneering partnership with Cookies, a global cannabis and wellness brand based in California. This collaboration is the first of its kind in the U.S., making USC the first athletic department to team up with a cannabis company.
By joining forces, USC and Cookies are helping to normalize cannabis culture within sports and signal a larger shift in how cannabis is viewed in mainstream athletics.
A Small but Significant Step Forward
The partnership, which includes USC’s football team and both men’s and women’s basketball programs, represents a seismic shift in how cannabis brands are perceived in sports. While collaborating with a world-famous cannabis brand is an admittedly bold move, it’s important that wellness is placed at the forefront of college athletics.
Cookies, known for its premium cannabis products, will promote its CBD line in connection with USC, while steering clear of THC-based adult-use products.
Hip-hop legend Berner, who is the CEO and co-founder of Cookies, expressed his excitement about the partnership, stating, “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. We’re honored to be a part of this journey with USC and look forward to the upcoming season.”
A New Era for College Athletics
USC’s deal with Cookies arrives at a time when collegiate sports are undergoing transformative changes, particularly in the realm of athlete health and wellness.
The partnership closely follows the NCAA’s recent decision to remove cannabis from its list of banned substances in June of this year, a policy shift that acknowledges CBD’s growing role in wellness and recovery. The NCAA’s decision to remove the substance comes after of another prominent sports league, UFC, making a similar decision at the beginning of 2024.
Cannabis is no longer viewed through the outdated lens of performance-enhancing drugs, but rather as a legitimate tool for athlete care—especially in managing pain, inflammation, and recovery.
This deal allows Cookies to promote its CBD products at high-profile USC athletic events, including:
- Football games
- Men’s and women’s basketball games
- Social media and digital platforms
- Exclusive “tailgate experiences” at key matchups
Cookies branding will be highly visible during game days at the Los Angeles Memorial Coliseum, further integrating wellness-focused cannabis products into mainstream sports.
Breaking New Ground in Sports Sponsorships
Drew DeHart, Vice President and General Manager of USC Sports Properties, hailed the collaboration as a groundbreaking opportunity.
“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. They are a global leader in the wellness space and are deeply embedded in lifestyle culture, making them a perfect match for USC,” DeHart stated.
More than just another marketing ploy (to be fair it is that, too)—this sponsorship is a reflection of the increasingly changing attitudes surrounding cannabis in athletics. As more states move toward legalizing marijuana, the public perception of cannabis, particularly CBD, is evolving. The USC-Cookies partnership is part of this larger cultural shift, with athletes, universities, and sports organizations gradually embracing cannabis as a valid element of wellness.
Cookies: A Global Powerhouse in Cannabis
By entering this partnership with Cookies, USC isn’t joining forces with just any cannabis company—it’s teaming up with a global giant.
With over 70 retail locations across more than 20 markets and six countries, the brand is recognized as a leader in both cannabis and wellness sectors. This partnership with USC Athletics reflects Cookies’ broader strategy of aggressive expansion, as it continues to grow its presence and influence in various markets. Aligning with an institution as prestigious as USC not only elevates Cookies’ profile but also solidifies the legitimacy of cannabis in collegiate sports.
The Future of Cannabis in Collegiate Athletics
USC’s partnership with Cookies signifies more than a groundbreaking deal—it sets the stage for the future of cannabis in sports. As the stigma surrounding cannabis continues to diminish and legalization expands across the U.S., more universities may explore similar collaborations.
Such deals could unlock new revenue streams for athletic programs while promoting wellness-focused cannabis products to athletes and fans alike.
Cookies’ involvement in this high-profile deal illustrates how cannabis companies are increasingly seeking mainstream exposure and credibility. The multiyear partnership between USC and Cookies indicates that this is no quick-money marketing gimmick, but rather a long-term investment in wellness, sports, and the future of cannabis.
Looking Ahead: A Transformative Moment for Sports Sponsorships
While this deal is focused on CBD products, the USC-Cookies partnership is a clear indication of the shifting landscape in sports sponsorships. With cannabis, specifically CBD, gaining traction in the wellness community, it’s only a matter of time before other universities and athletic programs consider similar partnerships.
USC is blazing a trail that will likely inspire other institutions to follow suit, helping to normalize the intersection of cannabis and athletics.
As collegiate sports continue to evolve, partnerships like USC and Cookies will play an instrumental role in shaping the future of wellness in athletics. Whether this partnership becomes a catalyst for a larger trend or remains a unique experiment, it’s clear that the sponsorship landscape is changing—and cannabis is playing a significant role in that transformation.
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