Louisville-based Cornbread Hemp has struck a sponsorship agreement with the University of Louisville, marking the first time a Division I athletics program has partnered with a company marketing THC beverages.
“This landmark collaboration marks a cultural shift that brings THC beverages out of the margins and into the mainstream of American sports culture”, Cornbread Hemp said in a press release.
Under the agreement, the brand will receive on-site advertising at football, basketball and volleyball games. Co-founder Jim Higdon said the collaboration reflects a broader cultural shift, bringing THC drinks into mainstream sports.
Cornbread Hemp CEO and co-founder Eric Zipperle said “This partnership isn’t just a logo on a banner. This is the beginning of a relationship that reflects Louisville’s spirit of innovation and hospitality.”
Congress legalized industrial hemp nationwide in 2018, which has led to the proliferation of hemp-derived THC products across the nation. Although some states have either enacted or are working on enacting bans or strict regulations on hemp THC products, they remain legal across the United States.
Cornbread Hemp has already expanded its sports footprint, announcing in May a partnership with Louisville City FC and Racing Louisville FC.
