In what is thought to be a U.S. first, Cannabis giant Cookies, which operates 70-plus retail locations in more than 20 markets and six countries, announced Monday that it has entered a sponsorship agreement with the University of Southern California athletic department.
As reported by Business of Cannabis, the deal specifically involves Cookies CBD products, not its adult-use cannabis line. Nonetheless, the partnership will see its branding integrated across a range of USC events, including football, men’s and women’s basketball, USC athletics digital channels, and onsite ‘tailgate experiences’ at select events throughout the year.
“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,” said Cookies co-founder and CEO Gilbert Anthony Milam Jr., better known by his stage name Berner.
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. 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."
