• Instagram
• LinkedIn
• Twitter

For decades, the sports world has been fueled by the crack of a cold beer or the pop of a sports drink after a hard-fought game. Today, a new sound is beginning to echo across locker rooms, stadiums, and arenas: the crack of a cannabis-infused beverage. No longer confined to the shadows, cannabis beverages are offering athletes a fresh take on hydration, recovery, and overall wellness. Backed by a surging market and groundbreaking partnerships with major sports teams and leagues, cannabis drinks are poised to redefine athletic culture — and rewrite the future of recovery.

Cannabis beverages are gaining serious momentum in the mainstream. In Canada, these drinks now account for 2.1% of all cannabis sales, while in the U.S., they capture 1.1% — both small, but rapidly growing slices of the pie. Since the start of 2021, market share for cannabis beverages has surged nearly 40% in both countries, fuelled by evolving consumer appetites and lifestyle shifts, particularly during the summer and holiday seasons.

The demographic data tells a compelling story. While cannabis beverages have captured the attention of younger consumers — especially those under 34 — the core of current sales is driven by experienced cannabis users. Yet, only 6% of consumers over 55 have ventured into this new category, highlighting a wide-open growth opportunity across age groups.

There’s also a clear division within the beverage market itself: THC-infused versus CBD-infused drinks. High-dose THC beverages (100–109.99 mg) are seeing increased demand among consumers seeking stronger experiences, while CBD beverages — with sales hitting $8.8 million in the U.S. — are becoming a favorite among wellness-minded users. Sparkling waters dominate the CBD segment, offering a crisp, accessible entry point for the curious and cautious.

Meanwhile, brand competition is heating up. Since January 2021, Canada has seen a 300% increase in cannabis beverage brands; the U.S. market has grown by 65%. This explosive growth has led to price compression, making products more affordable and setting the stage for a broader cultural takeover. As markets mature and regulations loosen, the cannabis beverage revolution is just beginning to crack open its potential.

Portland Pickles Lead the Way

In a groundbreaking move, the Portland Pickles baseball team became the first sports franchise to sell cannabis-infused beverages at its stadium. Partnering with Cycling Frog, fans at Pickles games can now enjoy THC Light Seltzers — a refreshing 2 mg THC and 4 mg CBD blend — as a direct alternative to alcohol. This partnership isn’t just historic; it’s symbolic. It represents the sports world’s growing embrace of cannabis, not just for recreation, but for wellness, recovery, and lifestyle enhancement.

As Ross Campbell, VP of Business Development for the Portland Pickles, put it, “We are very proud to provide an alternative option at our games with Cycling Frog Products for our incredible fans and the city of Portland.” History suggests they’re ahead of the curve — just as early CBD partnerships paved the way for league-wide adoption.

Brooklyn Nets and NY Liberty Make NBA History

The NBA took a monumental step toward cannabis acceptance with the 2023 Collective Bargaining Agreement, removing cannabis from its anti-drug testing program. Riding that momentum, the Brooklyn Nets and NY Liberty became the first professional basketball teams to ink a CBD sponsorship deal with MYND Drinks.

MYND’s plant-based, hemp-infused beverages are designed for relaxation and recovery, aligning perfectly with the NBA’s new player-first, wellness-focused approach. Fans attending Barclays Center events can now experience these innovative products firsthand, signalling that cannabis beverages are moving from the fringes to the frontcourt.

Chicago Cubs Break New Ground in MLB

Major League Baseball cracked the cannabis beverage door wide open in 2022 by allowing CBD partnerships — and the Chicago Cubs didn’t waste any time. They became the first MLB team to partner with a CBD company, choosing Chicago-based MYND Drinks.

Beyond visibility, this partnership aligns with a broader health and wellness campaign by the Cubs, featuring guided meditation content and emphasizing mental well-being. Crucially, MYND’s products are NSF Certified for Sport, meaning they’re free of banned substances and safe for athlete consumption. For a league — and a nation — still grappling with the opioid epidemic, these steps could mark a monumental shift toward healthier, plant-based recovery options.

The rise of cannabis-infused beverages represents more than just a new product category; it’s a cultural and athletic evolution. From the baseball diamond to the basketball court, athletes, fans, and franchises alike are signalling a seismic shift in how cannabis is perceived and utilized in the world of sports. With booming consumer interest, trailblazing partnerships, and growing acceptance across major leagues, cannabis beverages are poised to become a staple of athletic recovery and lifestyle.

The revolution is here — but it’s just getting started. As innovation continues and stigma fades, expect more teams, more players, and more fans to crack open the future with cannabis-infused refreshment.