Marijuana has finally made it into the world of motorsports thanks to the Shango Premium Cannabis Formula Drift car. The Oregon-based dispensary is sponsoring Danny George in the upcoming PRO2 season, the second level of professional drifting. The company has slapped its livery across George's BMW M3 and, surprisingly, it's a tasteful design. Shango Premium Cannabis is making history here as it is the first sponsor in motorsports tied directly to marijuana.
Should Danny George's season go well there's a great chance that other dispensaries will start sponsoring drivers, although it remains to be seen how top-flight series like NASCAR and Formula One will react to sponsors like Shango Premium Cannabis. With marijuana legalization occurring across the country dispensaries are scrambling for ways to beat out the competition. It's not just enough to sell cannabis anymore. Dispensaries need to sell a brand as well.
Dispensary-Sponsored Drifters
Shango Premium Cannabis Will Sponsor Danny George's PRO2 Drift Car
Trend Themes
1. Marijuana-sponsored Motorsports - The sponsorship of a professional drifting car by a marijuana dispensary opens up opportunities for other marijuana companies to sponsor racing teams or drivers, and potentially establish a new industry category for sports sponsorships.
2. Marijuana-based Branding - Dispensaries are starting to invest in designing effective branding strategies in order to differentiate themselves from the cannabis competition, creating an opportunity for marketing and branding professionals to explore in the marijuana industry.
3. Marijuana-powered Innovation in Car Design - As the marijuana industry grows, there may be an opportunity to explore using marijuana as a source for sustainable automotive fuel or as a component in the production of car parts, opening up new production and R&D opportunities for dispensary and car manufacturers alike.
Industry Implications
1. Cannabis - As marijuana legalization continues, there are opportunities for dispensaries to invest in strategic branding and sports sponsorships.
2. Motorsports - There is an opportunity for motorsports events and organizations to explore partnerships with marijuana companies looking to break into the world of sports sponsorships.
3. Automotive - With the interests of marijuana businesses and events intersecting with the automotive industry, the two fields may be able to collaborate to develop innovation in regards to sustainable fuel and car parts manufacturing.