We all know some pretty crazy sports fans. The ones who paint their face and chest the team’s colours. They exist in Europe, Latin America, and anywhere you can find a football (soccer ball).
We watch these fans coordinate clothes, and colours with their teams. Fans chant in rhyme with other fans in their section. Making the spot in the bleachers as spectacular as the game itself. But in the United States sports are less die hard devotion and more entertainment.
The rise of athletes as cannabis advocates is opening doors for cannabis sponsorship. Cannabis companies are looking to promote products using pro-athletes.
Cannabis brands with pictures of athletic men and women will be coming soon no doubt.
Before we see cannabis brands on the T-shirts of athletes or on the walls of the arena, research had to confirm that fans of sports are also fans of pot. Research began with U.S. sports fans to find out if pot and sports fans are one and the same. Now the results are in and they’re not that surprising.
The poll surveyed 1,269 sports fans of 14 different sports. The sports ranged from football and basketball to tennis and golf. Here’s what they found. . .
- Fans of E-sports, Ultimate Fighting Championship (UFC) , and Formula One (F1) were the most likely sports fans to smoke or ingest cannabis.
- Golf and Baseball fans were least likely.
- Fans of “soccer” or football were in the middle.
Results like these give a partial picture of the full story. Cannabis companies who sell products to consumers need to know a bit more. They need to know more about who is watching these sports.
Esports fans are mostly male. One study shows 71% of all E-sports fans are males between the age of 16 and 34.
Formula one fans are also predominantly male. And as of the last poll in 2019, almost two thirds of F1 fans are under the age of 45. Of the new fans acquired in the two years before, 65% were under the age of 35.
The figures look like another survey where age was a significant factor. This study showed the biggest supporters of pro-marijuana legislation were males between the ages of 18 and 35.
The dominant age group and gender in the E-sports and F1 categories are like the age group and gender of cannabis supporters.
Based on this information, cannabis companies in the U.S. market need to target male e-sports and F1 fans. Targeting female fans of tennis and golf is a bad idea for now.
In the future we’ll likely see a widespread acceptance of cannabis. We’ll see stadiums sponsored by cannabis companies. Players advertising products and sports gear with cannabis brands. It’s not clear how the polls in other countries will turn out. But one thing is for certain. Cannabis is on the rise.
This is an economy where celebs and athletes build brand names overnight. And why should cannabis brands keep out?