JARS Cannabis Partners with NBA G-League Team
Cannabis retailer JARS is launching a series of basketball initiatives through its partnership with the Grand Rapids Gold. The collaboration highlights the growing trend of regulated cannabis brands becoming involved in professional sports marketing.
This multi-year partnership, now in its third year, is rolling out several community-focused events in March. One initiative is a "Gold Scores → You Stash" retail promotion where adults 21 and over can receive a free product at JARS locations in Michigan when the Gold score 2 points. A public 3v3 basketball tournament is also scheduled, with pre-qualifiers on March 7 at MSA Woodland sports complex and finals on March 11 at Van Andel Arena. The winning team will receive a $4,000 cash prize. The event will not feature on-site cannabis sales or consumption. The Grand Rapids Gold, owned by SSJ Group LLC, is the NBA G-League affiliate of the Denver Nuggets. The team rebranded from the Grand Rapids Drive to the Gold in 2021, coinciding with the beginning of its affiliation with the Nuggets. This partnership exists within a shifting landscape for cannabis in professional basketball. In a recent collective bargaining agreement, the NBA removed marijuana from its list of prohibited substances and stopped random testing for THC. However, the league maintains strict marketing rules. While players can hold passive, non-controlling investments in cannabis companies, they are still prohibited from promoting marijuana brands directly. They are, however, permitted to promote companies that sell CBD products.
