The WM Phoenix Open, a staple in the PGA Tour noted for its lively atmosphere and high alcohol consumption, seems to be attracting a new sort of buzz as cannabis businesses, not officially linked to the event, see an opportunity to draw in patrons. One of the largest cannabis firms, Curaleaf, with no official sponsorship ties to the WMPO, has positioned itself "dangerously close" to the Open, setting up shop virtually next door, as Luke Flood, a Curaleaf senior vice president and regional leader, revealed in a Phoenix Business Journal interview.
The strategic location of Curaleaf's dispensary and Arizona headquarters, merely a short walk from the WMPO's entry in Scottsdale, has allowed the company to receive a special permit for an adjacent multi-day event coined the Vendor Village, which aims to entice the tournament's foot traffic with 18 cannabis brands, entertainment, giveaways, and refreshments, Flood shares the space has been a magnet for brands eager to capitalize on the event's high attendance and Flood assured that efforts are being made to engage both cannabis and non-cannabis brands to delve into the relationship between golf and cannabis, according to ABC15 News.
Cannabis Industry Journal highlighted the potential for cannabis brands in professional sports sponsorships in 2022, aligning with Flood's assertion that the larger market is not yet prepared despite many athletes and fans already using cannabis, he pinpointed federal classification of cannabis as a Schedule 1 narcotic as a major barrier, yet remains optimistic about future prospects given the preferable wellness implications of cannabis compared to prescription opioids.
Curaleaf presents itself as a wellness company, intent on providing products for health benefits rather than purely recreational use, with Flood noting that many of their clients fall within the 40-to-60 age range common among golfers, and seek relief for ailments, pain, and sleep concerns, this perspective aligns with the company's desire to link the image of cannabis with sports and fitness, despite the PGA Tour and the Open's organizing bodies maintaining a distance from the cannabis brand, however, the WMPO's 2024 Chairman, George Thimsen, who also serves as chief revenue officer of Scottsdale-based cannabis company Timeless, says that the intertwining of cannabis with sports has a history predating our eras," Thimsen told the Phoenix Business Journal.
Despite a forward-looking stance, Thimsen acknowledges that the cannabis sector still confronts considerable challenges in achieving recognition and understanding similar to other industries like those of alcohol, tobacco, or gambling, with ongoing taboos and misconceptions encircling the plant and the research funding directed towards it.
