USC Athletics announced a new partnership with popular CBD/cannabis and wellness company Cookies earlier this month, making the Trojans the first school in NCAA history to partner with a cannabis company.
“California is our home and we are incredibly excited for the Cookies to join the best athletic program at California's oldest private university. We are honored and excited to be a sponsor and supporter of the Trojans with a brand recognized by Fight!'' Milam Jr. said in a statement.
SF Gate reported that Trojan has partnered with the brand's CBD and wellness brand rather than its marijuana business. However, the promotion will feature the cookie logo that has become synonymous with the brand's marijuana division.
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Cookie branding will appear on the team's social media accounts, during special promotional events and tailgate experiences, and on some USC merchandise.
Historically, the NCAA has prohibited “marijuana” advertising in college sports sponsorships. However, earlier this summer, the organization voted to remove cannabinoids and their psychoactive THC component from the list of prohibited substances, according to Sports Illustrated.
It's unclear what the partnership between USC Athletics and Cookie's means for college sports right now. Still, Jim Andrews, an adjunct professor and sports marketing expert at Northwestern University, told SF Gate that he absolutely expects more cannabis companies to promote college sports.
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