Business

A Brand for Sports: cbdMD Makes Moves

By Marc Lewis

CBD topicals are the new Frank’s RedHot sauce: people will put that stuff on anything. There’s evidence to support CBD as an aid for dry skin, psoriasis, and acne. You can even get CBD lip balm, to keep your puckers healthy. Now, salves and topicals are finding their way into gym bags, golf carts, and lockers for their potential to ease aches and pains and aid in recovery. One brand that’s made a number of relationships in the sports world is cbdMD.

cbdMD offers a wide range of CBD products, including tinctures, gummies, vapes, and topicals. Their CO2 extraction methods tout broad spectrum results, meaning their products retain all the cannabinoids, terpenes, and amino acids you want from a hemp product. 

When the BIG3 basketball league became the first pro sports league to sign a partnership with a CBD brand, they chose cbdMD. Players can now access cbdMD products for pain management and recovery. League co-founder and hip hop icon Ice Cube told Forbes that offering players natural remedies is the right thing to do.

“We look at the use of CBD as compassion for our players,” said Ice Cube. “These guys put their bodies on the line for us and the fans to entertain us with their talent. And as they’re hurting and in pain and there’s something out there that can help them, that doesn’t enhance their performance or intoxicates them…. To me, it’s simple compassion.”

cbdMD’s other splash in the sports world came when professional golfer Bubba Watson announced a partnership with the brand. Watson will wear the cbdMD logo on his visor. In his announcement about the partnership, Watson said he uses the products.

When Golf Digest covered the Watson news, the executive director of the Tour’s Anti-Doping Program, Andy Levison, told the publication: “CBD in its pure form is not prohibited. But the use of CBD in any of its currently available forms would be at a player’s own risk.”

It’s a statement largely in line with a general attitude: CBD may work great for some people, but until detailed research is completed consumers should educate themselves. 

Reaching an audience through influencer engagements is becoming more common for cannabis brands. And we’ll likely see more athletes move toward CBD soon—both a remedy and a sponsorship opportunity.

We can only hope the increased awareness allows people to take the products in ways less sketchy than this…

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