The University of Southern California has signed a deal with Cookies, Inc., becoming the first collegiate athletic program in the nation to partner with a cannabis company.
The USC Trojans have announced a partnership with a brand owned by Billboard-charting rapper and entrepreneur Gilbert Milam Jr., better known as Berner.
“Cannabis is not a performance enhancing drug.”
Cookies will partner with USC's football team and men's and women's basketball teams. CBS Sports Reported.
As Business Wire Fans will see Cookies integrated into sports teams' digital channels, and Cookies will also offer exclusive promotional items and tailgating experiences.
The announcement comes just months after the NCAA decided to ban marijuana from athletics. Prohibited Substances List.
“Because cannabis is not a performance-enhancing drug, a harm reduction approach to cannabis is best implemented at the school level,” the NCAA committee said.
Cookies' CEO said he is excited to partner with USC's iconic athletic department.
“California is our home, and we couldn't be more excited to have Cookies associated with the premier athletic program at California's oldest private university,” Varner said in a statement. “We are honored and excited to be a sponsor and supporter of the Trojans alongside other world-renowned brands. Let's keep fighting!”
Over the past few years, the San Francisco-based company has $150 million Up $1 billion.
Drew DeHart, vice president and general manager of USC Sports Properties, called Cookies an “innovative brand” and a “global leader in CBD.”
He added that the company is “deeply involved in lifestyle culture and wellness.”
Varner has had an interesting career, having had long-standing music partnerships with rappers like Wiz Khalifa while also facing lawsuits alleging unfair business practices.
The rapper also accused the website Benzinga of publishing an AI-generated interview with him, which Milam Jr. himself called “Not authenticReporter asked Please check with him to see if any of the quotes in the article are his.
“Absolutely not! Not a word of it was mine,” the rapper responded. X“So I've always done my own statements and interviews in my own voice. It's not like me,” he added.
The entrepreneur prides himself on transparency and often seeks to subject his fans to shadowbans and social media bias, claiming that his content is hidden or removed from the Meta platform due to the nature of his business.
On Instagram postVarner said it's “great” to see companies like Coca-Cola, Monster and United Airlines partnering with USC alongside their own brands.
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