The companies of cannabis are starting to associate their brands with the world of sport. In the country, the movement arrives through a Football 7 team (Society), from Sorocaba. USA Hemp, a maker of topical bruise medication, stamped its logo on the team’s black jersey in March.
At the end of this month, it will be the turn of Medical Hemp, which will set up a booth inside the Cavera Games, one of the biggest crossfit events to promote the medicinal benefits of Cannabis. “We organize a lecture with doctors, who will explain the interaction of products in sports”, says Alexandre Biasi, founder of Medical Hemp Brasil, the company that made USA Hemp sponsor the Sorocaba team. “And we will also give away 18 consultations for athletes with the specialist who will give the lecture.”
The entry of companies cannabis in the world of sport is a paradigm shift. Until then, it was not imagined that the millionaire marketing of the courts would open the doors to the sector, even as a matter of centenarian prejudice. Times are changing and society is learning that cannabis-derived products have a number of health benefits. It is worth remembering that CBD is no longer on the list of prohibited products, which condemn a sportsman in a doping test. “The other sponsors of the team welcomed the arrival of USA Hemp”, says Biasi.
Outside Brazil, several companies have already joined the marketing strategy, as is the case of Aurora Cannabis, an industry listed on the New York Stock Exchange, which has a partnership with UFC (Ultimate Faighting Championship) fighters. The company trades sponsorship for the possibility of conducting research on the use of CBD in athletes’ muscle recovery.
Infinite CBD, which makes CBD shots to be used during training, also has a similar strategy. Among the sponsored fighters are Erik Unders, Tecia Torres and Rauel Pennington, among others. cbdMD, which specializes in CBD supplements, sponsors American professional golfer Bubba Watson. Among the company’s products, CBD Freeze, for topical use, comes in a tube or roll. The manufacturer promises that it decreases joint pain, muscle pain and recovery time from a post-workout injury.
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