It’s no big secret that MLS has aspirations to be on a par with the top European leagues. We could say it’s part way there, as there’s one area in which it is already almost undistinguishable. That is in the angst and debate that goes into deciding what sort of companies can and cannot get their names onto players shirts.
Of course, it is an old, old story in Europe. As recently as 2004, Austria Vienna players had a cigarette brand across their shirts, and various beers have adorned Premier League players. Who can forget those Holsten Tottenham shirts, and then there was Carlsberg’s long association with Liverpool. These days, it is the online casino and bookmaker companies that cause the controversy.
Enter CBD
In America, drinking and gambling are just as popular and even more controversial, especially in the more conservative states. But there’s a new kid in town that is picking up all the headlines. Cannabis legalization is big news, although only a handful of states have gone all the way to legalizing recreational weed.
However, CBD is available practically everywhere. CBD is a cannabinoid that has a whole range of claimed health benefits. It is non-psychotropic, meaning it won’t get you high, but nevertheless, the fact that it is a product of the cannabis plant means there is controversy attached to it.
CBD sponsorship in football
In the European leagues, CBD sponsorship is already underway. Last year, Birmingham City penned a 12-month deal with a CBD drinks company that saw its products on sale throughout the stadium. In the US, however, the major sports leagues have shied away from the sector.
That is all set to change, however, with MLS touted to be the first franchise to add CBD to the list of approved sponsorship categories.
Filling the revenue gap
MLS has been hit as hard as the rest of us by the events of 2020. In fact, the league is predicting a $1 billion revenue hit. As a result, Don Garber, the MLS Commissioner, is exploring all available opportunities in terms of generating new advertising and sponsorship revenue to make up the shortfall. This includes more on-kit inventory in terms of spaces on sleeves and on the backs of shorts.
So does this mean next year’s MLS players will be on field with CBD brands emblazoned across their backsides? That has yet to be decided, as the exact nature that CBD promotion will take is still being debated. Anything is possible, although the likelihood is that it will mostly be brand logos around the stadium as opposed to on the players themselves.
Lighting up in Vegas
While MLS would be the first of the major leagues to partner with a CBD business, it is worth noting that the practice is not unheard of in US sport. The United Soccer League (USL) which can be compared with England’s League 1 and League 2 has already approved CBD sponsorship. USL team the Las Vegas Lights signed a partnership agreement with a cannabis dispensary way back in 2018.
