Bubba Watson gives CBD a mainstream boost with new sponsorship deal

CBD products have been exploding in popularity, and golf seems to be one of the fastest-growing CBD demographics in sports. With his latest sponsorship deal, Bubba Watson has given one company a major boost in mainstream exposure.

CBD products have been exploding in popularity in recent years, with testimonials stating that it helps with all kinds of aches, pains and other conditions. With that type of promise, it should surprise nobody that this product has made its way into the world of sports, and particularly golf, where players even on the professional level are active well into their 40s and beyond. Today, Bubba Watson has given one CBD company – cbdMD – a mainstream boost with a (possibly controversial) new sponsorship deal.

What’s so controversial about a simple sponsorship deal, you ask? It’s not quite as simple as it might appear. CBD is, of course, derived from hemp, and while that variant of cannabis contains significantly less THC than marijuana, the market is still largely unregulated. Much like other athletic supplements on the market, there is still a possibility that a banned substance may be present in some amount. The company itself markets its product as being completely THC-free, but of course, there are a lot more companies out there that will be looking to cash in on the “next big thing” in pain relief.

That’s where the issue could arise, of course. The PGA TOUR, along with most other top-level professional sports leagues, does not list CBD itself on any banned substance list, while THC is prohibited expressly. Players in all sports have been using the “tainted supplement” excuse to try to avoid suspensions and fines for decades, but leagues have smartened up with the times. When it comes to what a player puts in their body, its “caveat emptor, pal”. In other words, do it at your own risk.

Bubba Watson is one of the PGA TOUR’s most recognizable stars, and while he’s not on the super-elite level of a Tiger Woods or a Rory McIlroy, his voice does still carry a lot of clout. He’ll wear the logo of cbdMD on both sides of his visor beginning at the PGA Championship at Bethpage Black later in May. That’s prime real estate that most players reserve for equipment manufacturers and other top-dollar corporations. It’s all upside for cbdMD, especially is Bubba finds himself in some late pairings on Sundays this summer.

Watson’s new deal comes just weeks after the TOUR reportedly sent a notice to players regarding use of CBD products, and in the wake of Robert Garrigus’s three-month suspension for “drugs of abuse”, which he confirmed as marijuana in a personal statement. And while this deal certainly carries a small amount of risk looking at it from the outside, I have to believe that everyone here is invested in making sure this deal is a good one.

This isn’t the only sporting sponsorship for cbdMD, who will also have logos on every jersey worn in Ice Cube’s BIG3 basketball league this summer. And with the kind of exposure they’re getting, I don’t think I’m exaggerating to say that a failure in their process which causes athletes to test positive for THC use could mean the downfall of their company. Remember, they’re the ones paying for the advertising, not the other way around.

When it comes to Bubba Watson, I have to believe that he’s not just looking for a quick buck. I believe him when he says that he’s had positive experiences with CBD, and while the TOUR keeps its drug testing practices pretty tightly sealed, Bubba should probably expect a few more “random” tests in the coming months. I don’t imagine he’d be openly advertising for a company whose products, if they fail, would do more to keep him out of competition, rather than in the hunt.

CBD products aren’t going anywhere at this rate. And whatever your thoughts on them, having companies working to reduce the stigma through sports should only serve to break down the remaining barriers. Bubba Watson is bold, but he’s not foolish. It’s a hot topic today, but this is likely just the start of a whole lot more to come.