Cannabis Giant Trulieve Becomes Sponsor of Ultimate Frisbee [Video]

Trulieve, a multi-state cannabis conglomerate, has become an official partner of the Ultimate Frisbee Association as the worlds of weed and athletics continue to mesh.

The one-year alliance will give the cannabis brand front-and-center exposure at the league’s games in Maryland, Georgia, and Pennsylvania. With options to extend in both duration and geography, the deal will include on-site, education-based activations, signage, and logo’d team gear. 

The relationship gives one of the largest weed companies in the country entree to an emerging professional sport that draws a 50-50 male-female audience, with much of the crowd falling into the coveted 21-to-35-year-old demographic.

“It’s an impressive league with a passionate following, and many in that generation have turned away from alcohol and are exploring plant-based alternatives,” Gina Collins, Trulieve’s CMO, told ADWEEK. “It leads naturally to a conversation we can have with them about health and wellness.”