A Culture Shift on Two Wheels
Motorsport has long been defined by fuel, adrenaline, and tradition—but in recent years, a new player entered the paddock: cannabis. Once a taboo subject in racing, cannabis branding is now visible on gear, bikes, and even official partnerships. The shift didn’t happen overnight. It began with two pioneering brands—Weedmaps and cbdMD—that helped reshape motorsport’s sponsorship landscape.
Weedmaps Takes the First Lap
Before CBD became mainstream, Weedmaps took the first bold step into motorsport. Known for connecting consumers with cannabis dispensaries and retailers, the company saw action sports—especially freestyle motocross (FMX)—as a natural match.
In the late 2010s, the Weedmaps logo began appearing on riders like Tom Parsons, signaling a new era of sponsorships that blended cannabis culture with high-energy sport. FMX’s rebellious, youth-driven audience embraced the move, viewing it as authentic rather than controversial.
Weedmaps’ support wasn’t just financial; it was cultural. The company promoted cannabis as part of an athlete’s recovery routine—an alternative to painkillers and a wellness tool that matched the physical demands of the sport. Though early partnerships faced network and event restrictions, Weedmaps succeeded in proving that cannabis could coexist with legitimate sports branding.
cbdMD Brings Legitimacy to the Grid
While Weedmaps opened the conversation, cbdMD professionalized it. The North Carolina-based CBD brand entered motorsport with a clear mission: to position hemp-derived CBD as a trusted wellness ally for athletes and fans.
In 2019, cbdMD made history as the official CBD partner of Monster Energy Supercross and the Monster Energy Cup—marking one of the first hemp-based sponsorships in major motorsport. This deal legitimized CBD within an industry long hesitant to embrace anything cannabis-related.
The move wasn’t without hurdles. The American Motorcyclist Association (AMA) briefly restricted CBD branding during the Supercross season, citing advertising concerns. Yet cbdMD stayed the course, providing transparent product data and compliance documentation. Within months, restrictions eased—and cbdMD’s commitment paid off.
In 2022, the company expanded its motorsport presence when seven-time NASCAR champion Jimmie Johnson became a cbdMD brand ambassador during his IndyCar run. That partnership symbolized CBD’s full arrival into professional racing culture.
From Grassroots to Mainstream
The evolution from Weedmaps’ grassroots FMX sponsorships to cbdMD’s polished league partnerships reflects a larger cultural transformation.
- Then: Cannabis brands supported individual riders, often off-camera and under regulatory scrutiny.
- Now: CBD sponsors negotiate official deals, appear in broadcasted events, and are seen as part of the athlete wellness ecosystem.
Audiences have also evolved. Fans now associate CBD with recovery, focus, and natural pain management—values that align perfectly with motorsport’s physical nature. Even NASCAR later joined in, approving hemp-based deals like 3CHI and hosting the Pocono Organics CBD 325.
What’s Next?
As regulations continue to ease, cannabis and CBD companies are refining how they activate in motorsports. Future partnerships may focus on:
- Athlete recovery programs
- Team training and wellness support
- Educational outreach on cannabinoid science
- Event-based product integration where legal
Freestyle motocross and off-road racing remain the most accessible entry points, but endurance and electric racing are likely next.
The Finish Line
What Weedmaps started as a bold cultural statement, cbdMD turned into a professional milestone. Together, they transformed cannabis sponsorship from outsider status to mainstream recognition.
In motorsport—a world that rewards innovation and fearless progression—these two brands didn’t just join the race. They changed its course.