USC Athletics, Cookies Announce Trailblazing CBD Partnership for College Football, Basketball Sponsorship

LOS ANGELES, Sept. 6, 2024 – PRESS RELEASE – The University of South California (USC) Athletics announced an innovative, cutting-edge, multiyear partnership with Cookies, one of the most globally recognized CBD, wellness and lifestyle brands.

Since 2010, Cookies has been a leader in providing wellness solutions while being dubbed one of America’s Hottest Brands by AdAge. As a new proud partner of the USC Trojans, Cookies will become a key partner for one of the most historic programs in college athletics.

“Cookies is thrilled to be a sponsor of USC Athletics for the upcoming 2024-2025 season,” Cookies co-founder and CEO Berner said. “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. We are honored and excited to be a sponsor and Trojans supporter alongside other globally recognized brands. Fight on!”

As the first official partnership for the category in collegiate athletics, fans will soon see Cookies integration within USC football, men’s and women’s basketball and on athletics digital channels. Additionally, exclusive Cookies promotional items and on-site tailgate experiences will also be available at select events throughout the year.

“With the decision to open this category, it was our goal to find the right partner for USC Athletics, and we did just that with Cookies. Cookies is the global leader in CBD but also an innovative brand deep in lifestyle culture and wellness,” said Drew DeHart, vice president and general manager of USC Sports Properties, a branch of Playfly Sports. “We are excited for the Trojans to be a leader in collegiate athletics on and off the field, and today’s announcement continues to showcase just that.”

Terms of the agreement were not released. Cookies was represented by Professional Sports Partners in the negotiation.