Barstool Sports Expands Into Cannabis Industry, Partners With Green Thumb Industries

Barstool Sports, the media company founded by David Portnoy, known for its sports and pop culture content, is venturing into the cannabis market through a new partnership with Green Thumb Industries (GTI) GTBIF. As GreenState reported, the collaboration will focus on creating custom content centered around GTI brands RYTHM and Dogwalkers Prerolls, seamlessly integrating cannabis into mainstream media.

Why It Matters: With this move, Barstool Sports is leveraging its massive audience of 66 million viewers, providing GTI with a unique platform to bypass strict cannabis advertising regulations. GTI’s VP of strategic initiatives, Armon Vakili, explained, “This partnership allows us to seamlessly integrate cannabis into mainstream culture, creating a unique platform for RYTHM and Dogwalkers to connect with consumers in new and exciting ways.”

Barstool Sports has already tested the waters in cannabis partnerships, including a deal with Cann earlier this year. As cannabis legalization spreads across the U.S., these types of media collaborations are becoming a popular method for cannabis companies to reach new consumers.

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