Why it matters: The Kansas City Royals have entered into a partnership with CBD company Pure Spectrum, becoming just the second MLB team to do so. The partnership will focus on educating fans about the endocannabinoid system and the potential benefits of CBD for overall wellness.
What they are saying: Pure Spectrum announced the partnership on Instagram and Facebook, with the Kansas City Royals also publishing a statement about the move. Pure Spectrum’s CEO, Dan Huerter, who is a native to the area, said the partnership with the Royals is more than a ‘dream come true’ for him, adding that he was “incredible honored” to work with such an iconic organization to promote health and wellness in his hometown’s community.
The big picture: The MLB removed cannabis from its list of “abused drugs” in December 2019 and, shortly afterwards, the Chicago Cubs became the first team to partner with a CBD company. Other sports associations such as the NBA have also embraced new cannabis policies, with the NBA and the National Basketball Players Association working on a deal to remove cannabis from its list of banned substances and to allow players to promote and invest in cannabis companies.
What to watch: The partnership between the Kansas City Royals and Pure Spectrum will likely lead to similar deals between other CBD companies and MLB teams. As attitudes to cannabis continue to evolve, it is likely that more sporting associations, teams and players will seek to partner with companies in the cannabis industry to promote wellness and education.
Take: The partnership reflects the growing acceptance and awareness of CBD and its potential benefits for overall wellness. As such, the partnership could help to change people’s perceptions about CBD and to promote its use as a legitimate wellness tool. However, it remains to be seen whether other MLB teams will follow the example set by the Cubs and Royals and partner with CBD companies themselves.
