Barstool Sports, a digital media company known for its sports coverage, pop culture content, and viral pizza reviews, is diving headfirst into the cannabis industry. Once focused exclusively on athletics, the brand has steadily expanded to attract a wider audience, and now it is branching out even further. This year, Barstool Sports announced a strategic partnership with multi-state cannabis operator Green Thumb Industries (GTI), signaling a move into the growing cannabis market.
The partnership, which centers around GTI’s popular brands RYTHM and Dogwalkers Prerolls, will bring custom cannabis-related content to Barstool’s large, engaged audience. Barstool’s shows such as *The Dog Walk*, *Macrodosing*, and *773 TV* will soon feature content infused with a cannabis twist, designed specifically for the brand’s fans. The collaboration provides an innovative solution to the advertising restrictions that cannabis companies face due to stringent state-by-state regulations.
Cannabis advertising is notoriously complex, with laws that often prevent companies from running television or radio ads, and from sponsoring events not deemed 21+. Unlike alcohol or gambling, cannabis brands are subject to tighter controls, making it challenging to reach a broad audience. Barstool Sports’ ability to create engaging branded content provides a savvy workaround for these limitations, allowing GTI’s cannabis products to be showcased to Barstool’s 66 million-strong viewership.
GTI is no stranger to blending cannabis with pop culture. Its RYTHM brand has already launched an *Artist Series* that pairs popular musicians with unique cannabis strains that reflect their personal preferences. Barstool Sports has also ventured into cannabis collaborations before, notably with Cann, a cannabis-infused beverage brand. Earlier this year, Cann was featured in Barstool podcasts and videos, including *Fore Play*, *Bussin’ with the Boys*, and *Chicks in the Office*.
As cannabis legalization spreads across the U.S., media partnerships like these are likely to grow in popularity. While cannabis Superbowl ads may still be a distant dream, Barstool Sports is bringing cannabis culture into the mainstream, one podcast at a time.
