USC Become First College Team to Partner with a CBD Company, Cookies

USC Become First College Team to Partner with a CBD Company, Cookies

College Football - USC Trojans become first College Team to partner with a CBD Company, Cookies

The University of Southern California (USC) just made a bold move, teaming up with Cookies, one of the most recognized brands in the CBD and cannabis world, marking a groundbreaking moment in the evolution of college sports. For those of us in cannabis marketing and sales, this is a huge deal. We’ve always known the challenge—how to tap into the right audience while being tasteful, impactful, and staying on the right side of legal regulations. Now, seeing a university like USC embrace a partnership with a CBD brand, Cookies none the less? It feels like the floodgates are opening.

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USC is officially the first college athletic program to collaborate with a CBD brand, and the timing couldn’t be more perfect. As Cookies’ Co-Founder and CEO Berner put it, “Cookies is thrilled to be a sponsor of USC Athletics for the upcoming 2024/2025 season,” calling the partnership with such a historic program a significant step forward. For years, cannabis and CBD marketing has had to navigate around restrictions, but now, this collaboration signals that the industry is going mainstream, especially in spaces once considered untouchable like college sports.

The synergy between Cookies and USC Athletics will be everywhere—on social media, at exclusive basketball and football events, and more. It's the kind of branding that just a few years ago seemed impossible. Drew DeHart, VP and GM of USC Sports Properties, got it right when he said, “Cookies is the global leader in CBD but also an innovative brand deep in lifestyle culture and wellness.”

And let’s not forget the NCAA’s recent decision to remove cannabinoids from its banned substances list. This is a huge shift for collegiate sports. While no athletes have inked Name, Image, Likeness (NIL) deals with a CBD brand yet, that’s about to change. Big-time players like USC’s quarterback Miller Moss (with a NIL valuation of $1.2 million) are likely to be at the forefront of this movement, alongside rising stars like Juju Watkins and Zachariah Branch.

USC isn’t just making waves with Cookies—they’re reshaping how collegiate programs tackle NIL opportunities with their "The Shield" initiative, which streamlines resources for athletes to maximize their earning potential. With a Big Ten Conference showdown against Michigan on the horizon, USC is perfectly positioned to showcase just how forward-thinking they are.

For fans, expect Cookies branding to elevate Trojan events, bringing a fresh, wellness-focused energy to game days. We’re talking tailgate experiences infused with Cookies products, giving the traditional pre-game vibe an exciting new twist. Who knows, soon tailgates may look and smell very different.

From my own background in cannabis marketing, it’s moments like this that make me feel like we’re finally being seen. The USC-Cookies partnership signals more than just a business deal—it’s a testament to how far the industry has come. Berner summed it up well: “This is about embracing wellness and sports at a time when the narrative around CBD and cannabinoids is changing rapidly. We're proud to be at the forefront of that shift.”

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As more programs follow USC’s lead, we’re not just witnessing the future of marketing in college sports; we’re watching the normalization of cannabis and CBD culture in the mainstream. This could change how brands interact with athletes and fans, and for me, it’s a proud moment in the evolution of the cannabis industry.


Steven Luthy

 

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