The team's deal includes a brand activation experience where fans can learn about the benefits of CBD and other hemp-derived products while taking in a game.
The Kansas City Royals organization is officially partnering up with a CBD company to promote the potential health benefits of the hemp-derived cannabinoid to its fans and supporters. According to numerous local and national media outlets, the deal between the Missouri-based MLB franchise and Pure Spectrum CBD, a producer of hemp-based cannabidiol products like oils and gummies, was announced this past Tuesday.
The agreement makes the Royals the second Major League team to enter a business relationship with a CBD manufacturer, just two months after the Chicago Cubs inked a similar deal with the CBD sparkling beverage brand MYND DRINKS.
Likewise, both new partnerships come on the heels of a league-wide deal signed between MLB and Charlotte's Web Holdings, one of the largest and most well-known CBD companies in the United States, last year. That agreement announced just before the World Series, made C.W. Holdings the "Official CBD of MLB."
In a press release, Sarah Tourville, the team's Executive Vice President and Chief Commercial & Community Impact Officer, said, "The Kansas City Royals are proud to be just the second MLB team to form a partnership with a company like Pure Spectrum. For this organization, this opportunity gives us a chance to support a brand with Kansas City ties and to educate the community on the benefits of CBD."
"The Kansas City Royals are proud to be just the second MLB team to form a partnership with a company like Pure Spectrum. For this organization, this opportunity gives us a chance to support a brand with Kansas City ties and to educate the community on the benefits of CBD."
- Sarah Tourville, EVP and Chief Commercial & Community Impact Officer for the Kansas City Royals
Creating robust business and public relations ties within professional and amateur sports is part of the Pure Spectrum philosophy and model. Over the past several years, it has created sponsorships with events like the 2018 CrossFit Games and also entered into partnerships with U.S. Olympic governing bodies like USA Triathlon and USA Weightlifting.
Following the announcement, Pure Spectrum CEO Dan Huerter said, "As someone who grew up in Kansas City, this partnership with the Kansas City Royals is more than a 'dream come true' for me. To be able to work with such an iconic organization and to be a part of promoting health and wellness in my hometown community is an incredible honor. Our partnership with the Royals represents a monumental step forward for the entire industry and illustrates just how far we've come."
"As someone who grew up in Kansas City, this partnership with the Kansas City Royals is more than a 'dream come true' for me. To be able to work with such an iconic organization and to be a part of promoting health and wellness in my hometown community is an incredible honor. Our partnership with the Royals represents a monumental step forward for the entire industry and illustrates just how far we've come."
- Pure Spectrum CEO Dan Huerter
The partnership launched last Friday during the "Pure Spectrum Lodge" grand opening at Kauffman Stadium (the Royals' home field). As part of a brand activation initiative, fans were invited to hang out and watch the game while learning about the potential health benefits of CBD and other Pure Spectrum hemp-derived product offerings.
"Equipped with fans and misters, the space is designed to give fans a place to relax and watch the game while learning about the positive effects of CBD," the company's press release says. As part of the announcement festivities, Pure Spectrum also served as the presenting partner of Yoga Day at the stadium on Sunday and will be the presenting partner for Ag Night on August 1.
Following the announcement of its partnership with C.W. Holdings last year, the league said that individual teams could begin selling partnerships to cannabis businesses, provided those potential companies' product offerings are certified by NSF International. In addition, each club must also receive authorization from the MLB's commissioner's office before signing any agreements.
MLB has become one of the most progressive professional sports leagues in America concerning its treatment of cannabis, demonstrating a forward-thinking approach to the rapidly changing marijuana landscape in the United States.
An example of that more liberal philosophy came in 2020 when the league issued a memo clarifying that players would not receive punishment for consuming cannabis products while they are not working but could not sign sponsorships deals with a marijuana company or have investments in the industry.
With one of the oldest, on average, fan bases, MLB is working hard to increase the reach and appeal of its sport, the longest-tenured of all North American professional sports leagues. By developing these partnerships with popular and growing cannabis and hemp brands, the league and its teams hope to bring younger and more progressive fans to the ballpark to enjoy a more mind and body-expanding experience.
