Barstool Sports, the media company founded by David Portnoy and renowned for its sports and pop culture content, is making a bold move into the cannabis market. The company has partnered with Green Thumb Industries (GTI), a leading cannabis cultivator and retailer, to create unique content centered around GTI’s brands RYTHM and Dogwalkers Prerolls.
This collaboration marks a significant step towards seamlessly integrating cannabis into mainstream media. Barstool Sports, with its massive audience of 66 million viewers, will serve as a powerful platform for GTI to reach new consumers, effectively bypassing strict cannabis advertising regulations.
Armon Vakili, GTI’s VP of strategic initiatives, highlights the partnership’s potential, stating, “This partnership allows us to seamlessly integrate cannabis into mainstream culture, creating a unique platform for RYTHM and Dogwalkers to connect with consumers in new and exciting ways.”
Barstool Sports has already dipped its toes into the cannabis market, having previously partnered with Cann earlier this year. As cannabis legalization sweeps across the U.S., these types of media collaborations are gaining traction, providing cannabis companies with a new avenue to connect with a wider consumer base.
This strategic partnership between Barstool Sports and GTI signals a significant shift in the cannabis industry, demonstrating the growing acceptance and integration of cannabis into mainstream culture. By leveraging the power of media and marketing, these companies are aiming to reshape the perception of cannabis and introduce it to a broader audience.
