Could Cannabis Sponsorships Ever Appear on NHL Jerseys?
When the NHL introduced jersey ads during the 2022–23 season, teams quickly secured lucrative partnerships with casinos, financial firms, and tech companies. The shift aligned the league with others that already use uniforms as advertising space, creating a new revenue stream. But it also raised a natural question for many fans: Could cannabis brands ever appear on NHL jerseys?
Current League Policy Says No
For now, the NHL’s rules make the answer simple: cannabis sponsorships are prohibited. Early reporting on the program confirmed that jersey ads cannot feature alcohol, tobacco, marijuana, or adult-content brands, while sports betting companies remain allowed. This means no team can display a cannabis cultivator, THC beverage, or CBD manufacturer on its uniform under existing policy.
Canadian Law Is a Major Roadblock
Even if the NHL reversed course, Canadian law would continue to block cannabis branding for nearly one-third of the league’s teams. Under the federal Cannabis Act, companies cannot promote cannabis through sponsorships, endorsements, or branding associated with people, events, or facilities—especially where youth could be exposed.
Legal guidance provided to Canadian sport organizations states clearly that cannabis companies are not considered lawful sponsors, because nearly all public-facing sports marketing would violate the Act’s restrictions. Jersey patches, visible in sold-out arenas and televised worldwide, would fall squarely into prohibited territory.
What About CBD or Hemp-Based Sponsors?
Some observers speculate that hemp-derived CBD or low-THC wellness brands could serve as acceptable partners, particularly in U.S. states with legal markets. Other leagues have dipped into this category—Major League Baseball, for example, has permitted CBD sponsorships that meet strict THC-testing requirements.
But the NHL’s current jersey-advertising guidelines do not differentiate between intoxicating cannabis and non-intoxicating hemp-derived CBD. As written, the rules broadly ban “marijuana” sponsors, leaving little room for interpretation. For CBD brands to appear on NHL sweaters, the league would need to revise its internal policies and establish tighter controls over claims, compliance, and age-restriction policies.
Fan Support Is Growing Faster Than Regulations
Public opinion may eventually influence league decisions. Recent polling suggests that a majority of sports fans across North America support cannabis sponsorships in major leagues, often viewing them as no different from alcohol or sports betting partners. Younger fans, especially, tend to see cannabis as part of mainstream wellness culture.
Still, fan sentiment doesn’t override the legal and regulatory barriers currently in place.
Could It Happen Eventually?
The possibility isn’t impossible—but it remains distant. Three major changes would be necessary before cannabis branding could realistically reach NHL jerseys:
- NHL rule changes lifting the internal ban on marijuana-related sponsors.
- U.S. federal reform to reduce risk across interstate operations and national broadcasts.
- A loosening of Canada’s Cannabis Act, particularly around sponsorships and promotion.
Until those shifts occur, fans should not expect to see a cannabis leaf stitched onto their favorite team’s sweater. However, off-ice integrations—such as community partnerships, wellness content, or digital campaigns—may emerge long before the league allows any on-uniform branding.
In short, cannabis sponsorships on NHL jerseys remain unlikely today, but evolving laws and consumer attitudes could make the conversation relevant again in the years ahead.