Cannabis Brand Sponsors Professional Hockey Team – Ganjapreneur

Chicago-based cannabis company Verilife has signed a one-year sponsorship with the Chicago Wolves of the American Hockey League (AHL), advertising week reports. The Wolves, affiliated with the Carolina Hurricanes of the National Hockey League (NHL), are the 2022 Calder Cup champions and have won the championship three times since 2022.

According to Ad Week, more than 900,000 fans watch the team’s games each season.

In May 2021, the company announcement a partnership with Chicago Cubs legend and Major League Baseball (MLB) Hall of Famer Ryne Sandberg.

Erika Salgado Guerra, director of marketing at Verilife’s parent company PharmaCann, told Ad Week that the deal with Sandberg “opens the door” to the company’s sponsorship of sports teams and players.

“…These are just small steps but, if done correctly, they can be a big step in the direction the industry is heading. Cannabis combining efforts with a smaller league is how we will get in the future. — Salgado Guerra at Advertising Week

Salgado Guerra told Ad Week Wolves approached the company after seeing the Sandberg partnership unfold and called the deal “one of the quickest endorsements” of his career.

The brand will have a presence at the Allstate Arena in Rosemont, including the Jumbotron, scoreboard, digital banners, scoreboards, LED screens and TVs throughout the venue. The partnership also includes a charitable component to benefit Facing Forward to End Homelessness, a Chicago nonprofit dedicated to ending homelessness in the city, according to a Forbes report.

Chris Friederich, Wolves’ senior corporate partnerships executive, told Forbes that it’s “going to be fantastic” to see how much money the partnership brings to Facing Forward.

“The Chicago Wolves and Verilife are both dedicated to helping the communities in which we live and work,” he said, “and we are grateful for the opportunity to help homeless people through this sponsorship.”

Last month, MLB announcement a partnership with CBD Charlotte’s Web to make the brand the “Official CBD of Major League Baseball”. MLB is the first major league sports association to announce a partnership with a cannabis company.

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