In a groundbreaking move, the University of Southern California Trojans have announced a pioneering partnership with Cookies, a California-based cannabis and wellness company, as reported by CBS Sports.

This sponsorship deal marks the first time a collegiate athletic program has partnered with a cannabis company.

The partnership extends to USC’s football team and both men’s and women’s basketball teams. Cookies CEO Berner expressed enthusiasm about the collaboration, saying, “California is our home state and for Cookies to be involved with a premier athletic program, in the oldest private college in the state of California, is incredibly exciting for us.”

Drew DeHart, vice president and general manager of USC Sports Properties, highlighted Cookies’ innovative approach as a key factor in the decision.

“Cookies is the global leader in CBD but also an innovative brand deep in life-style culture and wellness,” DeHart said.

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NCAA No Longer Bans Cannabis

This partnership follows the NCAA’s recent decision to remove cannabis from its list of banned substances. The NCAA Committee on Competitive Safeguards and Medical Aspects of Sports noted that cannabis is not a performance-enhancing drug and advocated for a harm-reduction approach at the school level.

As USC takes this bold step, it remains to be seen how many other athletic departments will follow suit in embracing partnerships with cannabis companies.

Read more at CBS Sports