Big3 Signs Exclusive Jersey Patch Deal With Consumer Cannabidiol Brand cbdMD
Monday, April 29, 2019 at 04:32PM
NYSportsJournalism.com in Big3, Big3, cbcMD, hoops, sports marketing

By Barry Janoff

April 29, 2019: Jersey patch sponsorships are a big deal in the NBA, and now it will be a big — and perhaps controversial — deal in the Big3.

The league, founded by Ice Cube and  entertainment executive Jeff Kwatinetz, has signed a pact naming consumer cannabidiol (CBD) brand cbdMD as a marketing partner and its exclusive jersey patch sponsor.

The cbdMD logo will be placed on the front of all three jersey versions for all 12 Big3 teams to be worn by Big3 players during all games.

Financial terms of the alliance were not shared.

Big3 said the deal was organic as well as monetary beneficial.

"Last year, Big3 became the first professional sports league in the U.S to allow players to use CBD for pain treatment and recovery," Kwatinetz said via the league.

"We did this out of compassion for our guys because CBD can help them without enhancing their performance or having an intoxicating effect. It's a win win."

cbdMD, a division of Level Brands, offers a line of natural, THC-free, hemp-derived CBD oil products made in the U.S., including tinctures, capsules, gummies, pet products, bath bombs, topicals and vape oils.

As the first CBD company to partner with the Big3, cbdMD will “receive a depth of integrated sponsorship benefits,” including the jersey patch.

The Big3 is scheduled to begin its third season in June, with all games broadcast on CBS and CBS Sports Network via ra deal signed earlier this month.

Big3 previously aired on Fox Sports.

CBS Sports Network coverage is scheduled to begin with the 2019 Big3 Draft live on May 1.

According to Ken Cohn, CMO for cbdMD, “Today is a monumental day for cbdMD, as we continue to add to our list of firsts within the CBD category.

“Our Big3 partnership will deliver a massive level of cbdMD brand exposure throughout the summer on CBS and CBS Sports Network, and allow us to reach a large, strategic demographic of consumers.”

Big3 has also signed sponsorship deals with adidas and Toyota, which will roll out activations throughout the league's 2019 season.

CBS will support with multi-media marketing, which began with a promo spot, “Big3 x CBS Sports.”

Cohn said that cbdMD continues “to witness an increase in interest regarding CBD among both athletes and sports enthusiasts alike. We see the BIG3 as a dynamic, strategic partner for cbdMD and a pathway to engage those who could greatly benefit from CBD."

Among other changes for 2019, Big3 has expanded from eight to 12 teams, will place games on both Saturday and Sunday beginning June 22-23 and will travel to 18 cities during the 2019 season, up from ten in 2018.

CBS will broadcast more than 20 hours throughout the season, with CBS Sports Network set to air more than 25 hours of additional live game coverage.

Big3 said that in 2018, average arena attendance exceeded 14,000, up from 11,000 its inaugural season.

Teams featuring former and retired NBA stars will be coached by such basketball legends as Julius “Dr. J” Erving, Gary Payton, Nancy Lieberman, Rick Barry, Lisa Leslie and George “The Iceman” Gervin.

Big3 Moves To CBS, To Air More Than 45 Hours Of Live Coverage

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