The NHL has long embraced tradition—icy battles, roaring crowds, and a culture of toughness. But as professional sports evolve and cannabis-derived wellness products find their way into mainstream markets, a new question is skating its way into the conversation: should NHL teams allow CBD sponsors on the boards, jerseys, or broadcasts?
And perhaps more importantly—what do the fans think?
The Ice Is Thawing on Cannabis Stigma
For years, cannabis was kept far from professional sports. But CBD—short for cannabidiol—has carved out a new lane. It’s non-intoxicating, legal in most states, and backed by emerging research suggesting benefits for inflammation, pain relief, and sleep recovery. According to a 2025 Sports Business Journal and Performance Research study, more than 60% of U.S. sports fans said they view CBD sponsorships as “acceptable” for major leagues, including the NHL.
In fact, hockey fans were slightly more open-minded than average, citing the sport’s physical demands and frequent injuries as good reasons to embrace wellness-oriented sponsors.
Other Leagues Are Already Testing the Waters
The NHL isn’t breaking new ground by considering CBD partnerships. The MLB approved CBD sponsorships in 2022, allowing companies to advertise if their products are certified by NSF and contain less than 0.3% THC—the psychoactive compound in cannabis. The UFC, NASCAR, and several golf tours have also inked CBD deals with wellness brands.
The financial upside is clear. With the NHL’s sponsorship market surpassing $1 billion in recent years (Forbes, 2022), opening the door to the booming CBD industry could unlock new revenue—particularly as younger, wellness-minded audiences become key to the sport’s growth.
And let’s face it: when athletes already use CBD privately for recovery, it seems logical for teams to partner with trusted, lab-verified brands.
But Not Everyone Is Ready to Drop the Gloves
Despite rising acceptance, there are still hurdles. The biggest is regulation. While CBD is federally legal under the 2018 Farm Bill, the broader cannabis industry remains entangled in federal restrictions. That creates a tricky line for national leagues like the NHL that operate across Canada and the U.S., where cannabis laws differ significantly.
There’s also the question of brand safety. Some fans worry that cannabis-adjacent sponsors could blur the line between wellness and recreation. In surveys, about one-third of respondents said they’d prefer to keep cannabis-related brands away from youth-facing sports. Teams would need to ensure transparency, proper certification, and educational messaging to avoid backlash.
Fans Want Progress — But With Caution
Across online fan forums and polls, a clear trend emerges: hockey fans generally support CBD sponsorships as long as they’re handled professionally. “If it helps players recover and it’s safe, why not?” wrote one Reddit user in a popular r/hockey thread discussing potential CBD deals. Others suggested that CBD sponsors could even replace alcohol brands — a swap that feels more in line with modern wellness culture.
The consensus? Fans see CBD as a legitimate wellness product, not a taboo. What matters is trust, regulation, and transparency.
The Final Whistle
Should NHL teams allow CBD sponsors? The fan base seems ready for it — maybe even eager. The stigma around cannabis is melting faster than the ice after a triple-overtime playoff game. As long as the league ensures product safety and aligns with player health priorities, CBD sponsorships could be the next evolution in hockey’s commercial landscape.
The puck’s on the NHL’s stick. Whether they take the shot or not will reveal how ready the league really is for the modern era of wellness in sports.
