Cannabidiol (CBD) has been having a nice run for the last couple of years. The hemp extract is one of the over 100 active cannabinoids in the hemp plant, accounting for up to 40% of the plant’s total extracts. Contrary to popular opinion, CBD isn’t responsible for the psychotropic high that marijuana is famous for. That honor belongs solely to THC, the primary psychoactive agent in cannabis.
On January 1, 2018, the World Anti Doping Agency (WADA) removed CBD from its list of prohibited substances, in effect allowing professional athletes to use and endorse CBD products. The World Surfing League (WSL) has taken the lead in this regard, partnering with a CBD brand for one of its most significant annual events, the Jaws Big Wave Championship during the 2019-2020 season. The event, dubbed the cbdMD Jaws Big Wave Championship, will be sponsored by CBD brand cbdMD.
“WSL is always trying to push the boundaries of progression and break new ground,” says Cherie Cohen, Chief Revenue Officer at WSL, adding that “optimal performance is the key to overcoming the unique challenges of big wave surfing. This partnership with a CBD category leader will help inform consumers of CBD’s benefits.”
Although this is the WSL’s first-ever sponsorship of this kind, cbdMD has partnered with Olympians Kerri Walsh Jennings and Lolo James, professional golfer Bubba Watson and big wave surfers Nathan Florence and Makua Rothman.
“I’m extremely excited to announce our partnership with WSL for this year’s cbdMD Jaws Championship. Surfing has been an integral part of our brand strategy and growth within the action sports community, and we’re grateful to have this opportunity to solidify our footprint,” says cbdMD President Caryn Dunayer.
According to the World Surfing League, the partnership with cbdMD is the biggest deal ever made in the history of professional big wave surfing. The CBD brand sells CBD-infused tinctures, topicals, gummies, bath bombs, vape oils, and CBD pet products.
Over the years, plenty of anecdotal evidence has surfaced showing CBD to be quite capable of managing a range of medical conditions from anxiety and high blood pressure to chronic pain. CBD use became more prevalent in the sports industry after WADA removed it from its list of banned substances, with most athletes using it to help manage the pain from sports injuries.
The compound has potent painkilling and anti-inflammatory properties that enable it to cure chronic pain and inflammations. It also makes athletes less anxious and allows them to go in with 100% focus. Industry experts see this deal between the World Surfing league and a CBD company as a good sign to other CBD companies, such as Lexaria Bioscience Corp. (CSE: LXX) (OTCQX: LXRP) and Plus Products Inc. (CSE: PLUS) (OTCQB: PLPRF), that more markets are opening up to the industry.
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