A new survey reveals that most sports fans in legal marijuana states are open to cannabis sponsorships across major professional leagues, with support even higher for CBD than THC.
The poll, conducted by Performance Research in partnership with Full Circle Research, asked over 1,000 U.S. adults—ages 21 and older who regularly or occasionally watch pro sports—about their views on cannabis brand sponsorships. Participants were surveyed online between April 23 and 26, with the sample focused on residents in the 24 states where recreational marijuana is legal.
The results show that 45% of respondents said they used THC or CBD in the past year—comparable to general usage rates nationwide (42% and 43%, respectively). More notably, a majority of fans said they find it acceptable for cannabis brands to sponsor sports leagues, especially when it comes to CBD.
For THC brand sponsorships, fans of Major League Soccer were most accepting at 69%, followed by UFC (60%), NHL (55%), and pro tennis (53%). Even traditionally conservative leagues like the NFL and MLB saw 46% support, with only about a quarter of fans saying such sponsorships would be unacceptable.
Support for CBD sponsorships was even stronger across the board. MLS led again with 73% approval, followed by UFC (68%), pro tennis (64%), NHL (62%), and both pro golf and NBA at 60% or more. Every league in the study saw majority support for CBD brand involvement, including MLB and the NFL, each at 55%.
The findings suggest a cultural shift in how fans perceive cannabis, with acceptance continuing to grow alongside legalization.
