Four Games Athlete Sign Deals with cbdMD
Monday, cbdMD announced they signed exclusive partnerships with four major CrossFit Games athletes: Annie Thorisdottir, Justin Medeiros, Brent Fikowski and Noah Ohlsen, a powerhouse lineup combining for more than 3 million Instagram followers.
One big thing: cbdMD is already the official CBD Partner of the CrossFit Games, an investment they’re clearly doubling down with this new deal. They are also a publicly-traded company listed on the New York Stock Exchange, meaning they have a board and stockholders holding their business decisions accountable.
Why it matters: More major companies entering CrossFit is fundamentally good for the sport as a whole as well as athletes. But this type of arrangement helps cement their investment in CrossFit for a longer-term compared to other outside entities who’ve dipped their toes in the water then left.
- RXBAR, a company with CrossFit roots, has almost evaporated its involvement in CrossFit after selling to Kellogg for $600 million.
- Gillette and Chipotle have tested out various campaigns and activations in CrossFit, but nothing long term.
- Volkswagen sponsors Sara Sigmundsdottir as a global brand ambassador but hasn’t made any other significant in-roads into the sport.