Super Bowl commercials excel at marketing brands and products. What if the next one could change the way the world thinks about cannabis forever?
They’re the perfect platform to champion a cause like freeing the wrongfully incarcerated. Because the stage is set to bring awareness to a global audience.
Growing up in the early ’90s, I saw many athletes caught with possession or testing positive for THC. In 2024, three major sports leagues have partnered with companies for research or moved towards “decriminalizing” it.
With more athletes openly discussing the benefits of cannabis use, there is potential for cannabis-themed Super Bowl commercials.
NFL: National Flower League
The NFL players’ relationship with cannabis has dramatically evolved. Twenty years ago, NFL Hall of Famer Randy Moss tested positive for THC at Florida State University. Before the 1995 NFL Draft, gold-jacket-wearing Warren Sapp’s stock dropped because a story leaked stating he tested positive for marijuana four times in college. Tyrann Mathieu slipped in the draft after over ten positive LSU tests.
Two-time Pro Bowler Kyle Turley smoked marijuana during his career to deal with pain and now has a cannabis brand in Arizona, California, and Missouri.
The offensive side has legendary tokers too. Highsman owner Ricky Williams had four 1,000-yard seasons and four positive tests for marijuana. One of the greatest Calvin Johnson, owner of Primitiv, has publicly stated that he smoked cannabis post-game.
A year before his famous Super Bowl catch, Santonio Holmes got caught with weed. Beast mode, Marshawn Lynch, made two Pro Bowls after a possession charge in 2009. And “Helmet catch” David Tyree went to jail for marijuana possession before those heroics on the field.
These well-respected athletes who consumed cannabis, also delivered some of the most iconic moments in football history. Imagine a Super Bowl commercial featuring these football greats advocating for cannabis. Think the Heisman house but a euphoric haven.
Are we ready for cannabis commercials during the Super Bowl?
NBA: National Bud Association
The NBA players have a history with cannabis, too. NBA legend Robert Parish got arrested for having two ounces of weed shipped to his house. He paid a $37 fine. Kareem Abdul-Jabbar’s first “charge” was for having six grams of marijuana in Toronto. The NBA legend now has his medical card.
Similarly, Trailblazer Damon Stoudamire got caught with weed in 2003. The U.S. Government also busted Michigan Fab Five member and Sacramento Kings icon, Chris Webber. And he lost his endorsement deal with FILA.
Credit: All The Smoke
Just last year, NBA forward Montrezl Harrell got stopped with vacuum-sealed bags of marijuana in his car.
But former NBA player, Al Harrington has cannabis company, Viola. NBA and Bay area legend Gary Payton has a strain named after him. Matt Barnes and Stephen Jackson helped teams win championships, and publicly admitted they fired up all the smoke during their careers.
Given cannabis’s complex legal status, Super Bowl ads could serve as platforms for progress and acceptance.
Mainstream Athletic Acceptance
Professional fighters and athletes have also entered the cannabis conversation over the last few years. Nick Diaz, the MMA fighter, tested positive for marijuana. And UFC fighter Conor McGregor smoked a blunt on Instagram.
Olympian Michael Phelps had a “bong rip” photo surface in 2009 causing an outcried of negative responses. He isn’t the only world-class athlete using THC.
Sha’Carri Richardson tested positive for marijuana initially creating a national controversy but now has a $20 million deal with Nike.
These athletes brought the conversation into the mainstream. It sheds light on the wrongful incarceration of individuals for cannabis-related offenses. And it shows the plant is a part of many people’s lives, including top athletes.
The proceeds from any cannabis commercial could go to addressing the wrongs of past legal actions.
The Future of Cannabis in Sports
How can these commercials contribute to a broader conversation and understanding? The blend of sports, entertainment, and cannabis can continue to evolve society’s understanding of the plant.
Partnerships between major sports leagues and cannabis companies can spur further scientific inquiry and public interest. More sports medicine research on cannabis and athletic performance would benefit society. So far, there are very few studies like this one that look at cannabis usage in sports. Picture it leading to increased funding and interest in understanding how cannabis impacts athlete performance, recovery, and overall health.
Credit: Science Photo Library
Reflecting on these developments, these commercials could be a platform for societal change by encouraging open dialogue. Currently, stereotypes and misconceptions overshadow cannabis’ health benefits. But there is an opportunity to promote responsible use, and safe consumption practices.
Loved by millions, athletes can take a stand for cannabis in a Super Bowl commercial. Without making any claims, they can provide valuable information about its uses in pain management, mental health, and recovery.
Cannabis Super Bowl Commercials
With public perception changing and legal landscape opening up, the sports culture/cannabis connection screams a Super Bowl commercial. This isn’t just about marketing; it’s about destigmatizing a plant and potentially aiding those wrongfully incarcerated for its use.
With the popularity of influencer marketing, isn’t it time for Super Bowl commercials incorporating some of these athletes destigmatizing the plant. With the proceeds going towards the wrongfully incarcerated.
The Super Bowl’s massive influence on a worldwide audience could play a pivotal role in this cultural shift.
With all this in mind, are we ready for it?
Only time will tell.
