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Charlotte’s Web is going into the majors.

Major League Baseball and the Colorado-based hemp and CBD company just announced that Charlotte’s Web will become the Official CBD Supplier for MLB. This is the first partnership between a cannabis brand and one of the four major sports leagues in the United States, and it’s a big step for a company founded on the story of a little girl.

Named after Charlotte Figi, a child medical marijuana patient, Charlotte’s Web rose to prominence as a high-CBD strain in the early 2010s. Figi and the strain appeared on Dr. Sanjay Gupta Weed documentary on CNN, helping spark America’s interest and acceptance of CBD, a non-intoxicating compound found in marijuana and hemp. Figi, who died aged thirteen with symptoms related to COVID-19 in 2020, suffered from a rare form of epilepsy. However, after being treated with CBD oil extracted from her namesake strain, she no longer needed a feeding tube to eat, and her family reported that CBD nearly eliminated her seizures.

As Charlotte’s Web gained national notoriety, the seven brothers who developed the strain in Colorado Springs—Josh, Joel, Jesse, Jon, Jordan, Jared, and J. Austin Stanley—started a hemp and CBD company named after the strain, which has become one of the most popular names in the industry.

Now a publicly traded company involved in the beverage, hemp, CBD, and licensed marijuana industries, Charlotte’s Web has faced several challenges along the way, both from federal authorities and patients. unhappy with medical marijuana. However, the company remains active in cannabis advocacy, with the Stanley brothers launching a new grant program that provides families with year-long supplies of Charlotte’s Web Oil and formulated products.

As scientific interest in CBD grew in the late 2010s, the public learned of the cannabinoid’s potential to treat other diseases and conditions, such as joint pain, inflammation, and anxiety. CBD products marketed as sports recovery aids are now one of the most popular sub-categories in the CBD industry, but until recently CBD companies had to look outside of the current roster of major sports leagues to find partners.

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Charlotte Figi sits next to the seven Stanley brothers before she passed away.

Charlotte Web/CFD Photography

“Nature is the smartest and most advanced technological system in our world, and when we work with nature for health and innovate through the lens of community care, we can truly redefine what it means to be well. as an athlete. It’s a game-changer, and I’m excited about what we can accomplish with the MLB partnership,” Jared Stanley said shortly after the announcement.

Although the U.S. Food and Drug Administration still doesn’t regulate CBD, that hasn’t stopped the industry from surpassing $4 billion in sales this year, and professional sports are starting to follow the money. Months before MLB became the first major sports league to announce a CBD deal, the National Basketball Player’s Association, responsible for representing the more than 450 NBA players, entered into a CBD partnership with Viola Brands, a cannabis company based in Denver founded by former Denver Nugget Al Harrington.

The Big 3, a professional basketball league founded by rapper Ice Cube, also allows CBD partnerships, as do a handful of smaller professional sports leagues. College athletic programs have also embraced CBD partnerships; the University of Colorado at Boulder introduced a hemp and CBD brand as a sponsor last year.

MLB announced teams and players could partner with CBD brands in June, but only if CBD brands were certified for sports by the National Sanitation Foundation, a program that verifies product ingredients and tests for unsafe levels. contaminants, prohibited substances or masking agents. Charlotte’s Web has been supplying its products for academic study since last year, giving the company a head start on the NSF checks and balances required for a partnership with the American hobby.

If there’s one group of athletes whose diets interest Americans, it’s baseball players. While no one is questioning home run records because of CBD gummies, it will be interesting to see if and how CBD affects player recovery, as MLB players have a 162 game schedule… not to mention the playoffs.

“We are excited about the possibilities presented by this partnership as CBD becomes a more widely adopted part of the health and wellness regimen of our players and fans,” said MLB Chief Revenue Officer Noah Garden. in a statement announcing the agreement.

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