USC Athletics Partners with Cookies for a Groundbreaking Collaboration: Wellness Meets Sports
In a game-changing move that’s set to shake up the landscape of collegiate sports and wellness, the University of Southern California (USC) Athletics has announced a multi-year partnership with Cookies, one of the most globally recognized names in the cannabis and lifestyle space. This partnership marks the first-ever official collaboration between a major collegiate athletic program and a cannabis-related brand. It’s a historic moment not just for USC but for the entire world of college sports.
Cookies, founded in 2010, has become synonymous with innovative wellness solutions, earning accolades such as being named one of America’s Hottest Brands by AdAge. Their commitment to lifestyle, wellness, and culture has made them a standout in the cannabis industry. However, the focus on Cookies as a “CBD wellness brand” in this partnership raises some eyebrows. After all, Cookies is widely known for their strong presence in the recreational cannabis market. So, while the emphasis on their CBD products in this partnership is understandable given the context, it does invite curiosity as to how much of their broader brand identity will be integrated into this deal.
Berner, the Co-Founder and CEO of Cookies, expressed his excitement: “Cookies is thrilled to be a sponsor of USC Athletics for the upcoming 2024/2025 season. California is our home state, and for Cookies to be involved with a premier athletic program, in the oldest private college in California, is incredibly exciting for us. We are honored and excited to be a sponsor and Trojans supporter alongside other globally recognized brands. Fight on!”
A Historic First in College Sports
This partnership represents the first time a cannabis-related wellness brand has partnered with a collegiate sports program. With a focus on wellness and recovery, Cookies is perfectly positioned to offer student-athletes the support they need both on and off the field. The partnership will be visible across USC’s athletic department, including football, men’s and women’s basketball, and various digital channels affiliated with the school.
Fans attending USC athletic events can also expect to see Cookies-branded promotional items and exclusive tailgate experiences during select games throughout the season. For USC, this partnership offers a chance to stand at the forefront of progressive thinking in sports, where wellness and performance meet innovation.
Cookies: CBD Wellness or More?
While Cookies has certainly made a name for itself in the cannabis space, it’s important to highlight their efforts in the wellness industry, specifically through their CBD products. CBD, known for its non-psychoactive properties and health benefits, aligns well with the goals of collegiate athletics. But it’s hard to ignore the fact that Cookies is best known for its high-quality cannabis flower and recreational products, which aren’t necessarily the focus of this deal.
It’s clear that USC’s decision to partner with Cookies is grounded in their CBD offerings, given the regulatory landscape around cannabis and college sports. However, fans and followers of the brand might wonder how this move fits into the broader Cookies identity. As the brand continues to grow, it will be interesting to see how they balance their CBD wellness focus with their well-established cannabis culture roots.
Drew DeHart, Vice President and General Manager of USC Sports Properties, explained the rationale behind the partnership: “With the decision to open this category, it was our goal to find the right partner for USC Athletics, and we did just that with Cookies. Cookies is the global leader in CBD but also an innovative brand deep in lifestyle culture and wellness.”
Looking Ahead: What This Means for Fans
USC fans can look forward to an even more immersive experience at upcoming athletic events, thanks to the collaboration with Cookies. Expect to see Cookies-branded promotions, exclusive fan giveaways, and on-site tailgate experiences featuring the brand’s products. Whether you’re a lifelong Trojan or a newcomer to the fandom, the partnership promises to enhance game day experiences while promoting wellness in a forward-thinking way.
As the NCAA and collegiate sports continue to evolve, USC’s decision to partner with a brand like Cookies showcases its dedication to being at the cutting edge of sports, wellness, and lifestyle culture. Both USC and Cookies are pioneers in their respective fields, and together, they are set to redefine what it means to support student-athletes.
Conclusion: A Win-Win Partnership
With this unprecedented partnership, USC Athletics and Cookies are not only setting a new standard for what’s possible in college sports, but they’re also highlighting the importance of wellness and lifestyle in athletic performance. Despite the curiosity around the focus on CBD over cannabis, this collaboration aligns perfectly with the values of both organizations, creating a powerful synergy that will benefit student-athletes, fans, and the broader community.
Fight on, Trojans!
