The Super Bowl: A Bridge Between Cannabis Culture and Mainstream Entertainment
As the excitement builds for Super Bowl LIX, cannabis businesses are gearing up for what promises to be another unique opportunity to reach millions of potential consumers. Much like the Super Bowl itself, marijuana has long been known for bringing people together—whether it’s over a shared passion for the game or a love for cannabis. This year, cannabis brands are seizing on the global stage of the Super Bowl to increase brand awareness, release exclusive products, and engage with new customers. In a time when more states are embracing marijuana legalization, the industry is finding creative ways to capitalize on one of the world’s largest and most-watched events.
Cannabis Brands and Operators Use Super Bowl LIX to Boost Awareness
For cannabis companies, Super Bowl Sunday is more than just a day for sports fans—it’s a chance to connect with a broad audience. From product activations to special deals, cannabis operators are rolling out the red carpet for consumers eager to take part in the festivities. With both national and local cannabis businesses embracing the opportunity, the Super Bowl has become an important marketing moment, offering both a platform for showcasing new cannabis products and a chance to normalize marijuana in mainstream entertainment.
Mint Cannabis, based in Arizona, is already gearing up for the Super Bowl by offering an exciting product tailored to fans looking to enjoy the big game in a new way. The company’s Guadalupe retail store has introduced its annual “Big Game Meal Deal,” a combination of infused pizzas, wings, and cupcakes that has already received more than 200 orders in anticipation of game day. Customers will be able to enjoy pizzas and wings containing 100 milligrams of THC, while cupcakes will include a smaller 10-milligram dose. The popular deal is just one example of how cannabis businesses are tapping into the Super Bowl’s cultural significance to reach consumers in new ways.
Mint Cannabis COO Raul Molina shared that the Big Game Meal Deal is a fan favorite. “Our customers look forward to it every year,” Molina said. Beyond the infused pizzas and wings, Mint’s cafe offers a range of products, including sandwiches, tacos, and sides—all infused with THC to cater to recreational consumers. While the THC dosage is capped for recreational buyers, medical marijuana patients in Arizona can consume products with higher THC levels.
Creative Collaborations and New Cannabis Products Target Super Bowl Fans
In the competitive world of cannabis, standing out during Super Bowl season takes creativity and innovation. That’s where companies like Good News Cannabis are coming in with inventive products. After last year’s successful launch of marijuana-infused buffalo sauce, Good News is back with a collaboration with Boston chef Asia Mei, known for her Asian barbecue expertise. Together, they’ve crafted a new THC-infused Asian barbecue wing sauce, which promises to be a hit for fans who want to elevate their Super Bowl snacks with a dose of cannabis.
Jason Erkes, spokesperson for Cresco Labs, which owns the Good News brand, explained that the cannabis-infused wing sauce offers more than just a fun way to enjoy the game. “It might actually help mellow out that overly aggressive sports fan we are all friends with,” he joked. Last year’s buffalo sauce was a viral sensation, selling out quickly at select Sunnyside dispensaries in Illinois. This year, the Big Game sauce is being offered again in Illinois and Massachusetts, giving cannabis enthusiasts in these regions the chance to enjoy the one-of-a-kind product once more.
Local Celebrations and Big Game Activation in New Orleans
For those attending the Super Bowl in New Orleans, cannabis activations will be part of the celebration. Storz & Bickel, a leading vaporizer manufacturer, will host an activation near Bourbon Street at the Sports Illustrated party at Mardi Gras World. Event-goers will have the opportunity to enjoy hits from their Volcano vaporizer, featuring delta-9 flower, a cannabis strain that delivers a potent effect. This activation brings cannabis into the heart of Super Bowl festivities, providing a new way for people to relax and experience the game.
Additionally, Louisiana-based Good Day Farm, one of the state’s two medical marijuana cultivators, is sponsoring an event at the H&W Dispensary in New Orleans on February 8. The event will feature live music, giveaways, games, and a second-line parade, showcasing the growing cannabis presence in the Crescent City during the biggest sports event of the year.
Jeeter Teams Up with NFL Stars for Limited-Edition Cannabis Release
Cannabis companies have also turned to star power to elevate their marketing efforts. California-based cannabis brand Jeeter has partnered with former NFL stars Ricky Williams and Calvin Johnson to create a limited-edition collectors pack. The pack includes exclusive pre-rolls and packaging celebrating the former NFL greats and is available in Arizona, California, Massachusetts, and Michigan. Both Williams and Johnson are outspoken advocates of cannabis and its health benefits, making them ideal partners for a collaboration that bridges the world of sports with cannabis culture.
Johnson, who co-founded the Primitiv cannabis company, noted that industry-wide collaborations like this one are important for expanding cannabis education. “These moments are prime opportunities for promos, activations, and product launches that introduce cannabis to new consumers in an organic way,” Johnson shared. The limited-edition Jeeter pack is part of a growing trend of athletes embracing the cannabis industry, with more ex-players turning to cannabis for recovery and wellness purposes.
NFL’s Cannabis Policy: Still Lagging Behind Other Sports Leagues
While cannabis is becoming more accepted in mainstream culture, professional sports leagues, particularly the NFL, have been slow to embrace its full potential. The NFL’s current cannabis policy is more conservative than other professional leagues like the NBA. In 2023, the NBA eliminated marijuana from its list of prohibited substances, and players are now allowed to hold minority investments in cannabis companies. In contrast, the NFL’s recent update to its cannabis policy, which increased THC thresholds, still allows for penalties, albeit less severe than before.
Former NFL lineman Eugene Monroe, a vocal advocate for cannabis research, believes the league’s policy is outdated. Monroe, now a cannabis executive, emphasizes that athletes can benefit from cannabis as an alternative to traditional pharmaceuticals.
A Super Bowl of Opportunity for Cannabis Brands
As the cannabis industry continues to evolve, more and more retailers and brands are discovering ways to cross over into mainstream events like the Super Bowl. These events present the perfect platform for normalizing cannabis use and expanding the market. Brands like Jeeter and Mint Cannabis are capitalizing on this opportunity to engage with both new and seasoned consumers, introducing cannabis products in a fun and accessible way.
For cannabis entrepreneurs, Super Bowl LIX is a prime time to showcase innovation, foster brand loyalty, and connect with a diverse audience. As cannabis continues to be integrated into mainstream events, it signals a broader cultural shift that could help reshape perceptions and expand the market for years to come.
Looking Ahead: Valentine’s Day and Beyond
With Super Bowl weekend just the beginning, cannabis brands will soon turn their attention to Valentine’s Day, another opportunity to connect with consumers. As marijuana becomes increasingly mainstream, these special events will continue to provide brands with the chance to push boundaries, spark new conversations, and make lasting impressions on an ever-growing audience.
In this dynamic and fast-evolving industry, the Super Bowl serves as a pivotal moment where cannabis culture and entertainment intersect, helping normalize the plant while opening the door for new opportunities for both businesses and consumers alike.
