The World Surf League (WSL) has just signed the biggest deal in the organisation’s big-wave history, announcing cbdMD as the official title partner of the Jaws Big Wave Championships for the 2019/2020 Big Wave season.
cbdMD, which is a nationally recognised consumer cannabidiol (CBD) brand that offers a comprehensive line of 100% natural, hemp-derived CBD oil products, will also become the first-ever CBD sponsor of the WSL.
The peculiar partnership follows the World Anti-Doping Agency’s (WADA) ruling in January 2018 when they removed CBD from the list of prohibited substances — in or out of competition.
“The WSL is always trying to push the boundaries of progression and break new ground,” WSL Chief Revenue Officer, Cherie Cohen, said.
“We are excited to announce our partnership with cbdMD for the Jaws Big Wave Championships, the WSL’s first CBD partnership.
“Performance and recovery are key to surfing, especially big wave surfing, with the sport’s unique challenges.
“This partnership with a CBD category leader will help inform consumers of CBD’s benefits.”
The cbdMD Jaws Big Wave Championships is the world’s premier paddle-only big wave event, taking place at the famed Pe’ahi surf break on the north shore of Maui, Hawaii.
Rich with the sport’s history of innovation and progression, the contest brings the world’s elite male and female athletes together at the ultimate proving ground to compete for the coveted Championship.
“I’m extremely excited to announce our partnership with the WSL for this year’s cbdMD Jaws Championship,” President of cbdMD, Caryn Dunayer, said.
“Surfing has been an integral part of our brand strategy and growth within the action sports community and we’re grateful to have this opportunity to solidify our footprint.”
This partnership will enable WSL to advance the sport while featuring unique marketing integrations with athlete ambassadors.
cbdMD partners with elite athletes across a wide array of sports, including Olympians Kerri Walsh Jennings and Lolo Jones, professional golfer Bubba Watson and more, alongside big wave surfers Makua Rothman and Nathan Florence.
WSL Big Wave is also sponsored by Jogos Santa Casa, Michelob Ultra, Corona, Red Bull, Alexander & Baldwin, Surfline, Visit Portugal, Portuguese Waves, West Tourism Region, The City of Nazare, MEO, and Hertz.