CBD is cannabinoid which is getting popular in the athletes’ community to relieve stress, anxiety and pain. Tennis star John Isner is the latest sportsperson to enter an endorsement deal with infused sports drink brand defy. This is first of its kind deal in the sports arena.

As part of this deal, John Isner will wear a defy patch on his hat during upcoming tennis tournaments, a company representative told Fox Business. During competition, the 14th rank tennis star will also drink CBD-infused drink.

John Isner said in his press statement, “I play a sport where taking a single point off can be the difference between winning and losing a match and defy is a product specifically intended to put me in a position to perform on every single point. It has been great getting to know Defy as a company and I look forward to working with them to help people achieve improved performance through CBD.”

The endorsement deal comes amid a shift in how some sports league are approaching medical marijuana and other cannabis-related products. IndyCar unveiled its first CBD-related sponsorship deals last may after a longstanding ban on the partnerships. BIG3, the 3-on-3 professional basketball league founded by musician and actor Ice Cube, named CBDMD its official partner and exclusive jersey patch sponsor last April.

Jayita Sardar
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Aspiring journalist working for sportzbusiness.com and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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