Gronk-Backed CBD Line To Have Signage Outside Gillette Stadium
Former NFLer Rob Gronkowski's partnership with CBDMEDIC will bring his "smiling face" and the CBD company's leaf logo to the "water tower that hovers over Gillette Stadium, as well as on the billboards just outside and on the facade," according to Michael Silverman of the BOSTON GLOBE. NFL rules stipulate CBD signage is "prohibited within the stadium." The partnership is between CBDMEDIC, Gillette Stadium and Patriot Place, but "not with the Patriots or Owner Robert Kraft." But Gronkowski has Kraft "in his corner." Toronto-based Abacus Health Products CEO Perry Antelman, whose company produces the CBDMEDIC line, said that the deal with an NFL stadium and retail property surrounding it "marks a first for any CBD company" in the U.S. (BOSTON GLOBE, 10/26).
JUST THE BEGINNING: The GLOBE's Silverman wrote there is a "snowballing trend of linking elite athletes, especially those from rough-and-tumble sports, with CBD products." It is "not hard to see" how Gronkowski's "well-publicized arrangement with CBDMEDIC is only the beginning of more and more such pitches." The "upcoming tide of CBD commercials featuring well-known elite athletes is on the rise." Besides Gronkowski, USWNT F Megan Rapinoe is "repping her twin sister's all-female CBD company." Other athletes endorsing CBD products include golfer Bubba Watson, Paul Pierce, Tiki Barber, Joe Montana, former cyclist Floyd Landis and a "truckload of UFC fighters." What also "helps allow the athlete/CBD message to get through is that customers are learning the difference between CBD-only cannabis products and those with some degree of psychoactive THC, the compound that gets you high." The link between sports and capitalism is a "bone-crushing handshake, which is why it is notable Gronkowski's pitch came in a Gillette Stadium suite, and his advertising will be around -- not in -- the stadium" (BOSTON GLOBE, 10/26).