Canada is preparing to host the 2026 FIFA World Cup alongside the United States and Mexico, an event expected to draw millions of viewers and hundreds of thousands of visitors.
For most industries, it represents a once-in-a-generation marketing opportunity. But for cannabis companies, the conversation is much more complicated.
Unlike alcohol brands, which have long tied themselves to sports, concerts, and major cultural events, cannabis companies in Canada operate under a much more stringent set of rules. The result is an industry that often finds itself culturally adjacent to major events without being able to participate in them directly.
Still, that hasn’t stopped some brands from seeking creative ways to engage consumers during globally relevant moments.
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