Golf has always walked a delicate line between tradition and evolution. The Masters at Augusta National represents the pinnacle of history and prestige, while Las Vegas tournaments like the Shriners Children’s Open lean more toward entertainment and modern fan experiences. As cannabis continues its march toward mainstream acceptance in the United States, the question arises: could major golf events—from the buttoned-up greens of Augusta to the neon glow of Las Vegas—ever embrace cannabis sponsorships?
Tradition Meets Change
For decades, golf sponsorships have leaned on industries with money and prestige: luxury cars, financial institutions, high-end apparel, and of course, alcohol. A glass of scotch or a beer on the 19th hole is as culturally ingrained in golf as the checkered flag is in motorsports. Cannabis, however, still occupies a complicated cultural space. Even as it gains legality in more states and moves beyond stereotypes, the image of cannabis clashes with the buttoned-down traditions that events like the Masters fiercely protect.
At Augusta National, where patrons are still referred to as “patrons” rather than “fans,” the thought of a cannabis logo tucked between Rolex and Mercedes-Benz signage feels like a long shot. The club’s image is wrapped in heritage, and that conservative foundation makes any partnership with emerging industries highly unlikely in the near term.
Vegas: A Different Stage
Las Vegas, on the other hand, has built its identity on embracing trends that blur the line between sport and entertainment. The city already welcomes cannabis retail culture with dozens of dispensaries lining the Strip. A PGA event there might be far more open to sponsorship conversations, especially if positioned around wellness or lifestyle products rather than recreational use.
Consider hemp-based recovery drinks, CBD topicals for sore joints, or cannabis-infused wellness products aimed at athletes. These categories offer a softer entry point for the sport, allowing organizers to highlight health and recovery benefits rather than purely recreational associations. For Vegas tournaments that already thrive on innovation and spectacle, the inclusion of cannabis companies could feel less like a gamble and more like an alignment with modern consumer demand.
The Business Case
From a sponsorship perspective, cannabis brands represent untapped potential. The U.S. cannabis industry surpassed $30 billion in annual sales in 2024, with projections pointing upward. Golf, meanwhile, attracts a consumer base that skews older, wealthier, and more health-conscious—demographics that cannabis wellness companies are eager to connect with. The intersection is clear: golfers managing arthritis, sore backs, or post-round fatigue could realistically benefit from CBD balms or infused recovery drinks.
But hurdles remain. Cannabis is still federally illegal, which complicates sponsorship deals for any tournament broadcast nationally. Networks like CBS and NBC must navigate complex advertising restrictions, and golf’s reliance on television visibility makes these barriers significant. Until federal reform reshapes the regulatory landscape, cannabis sponsorships in major golf events will likely remain on the fringe.
A Question of Timing
Could Augusta ever welcome cannabis sponsorships? Probably not anytime soon. Tradition often moves at a snail’s pace. But could Las Vegas embrace it in some form—perhaps through secondary events, hospitality experiences, or wellness partnerships? The odds are considerably higher.
As cannabis continues to weave its way into mainstream sports culture—think UFC fighters backed by CBD brands or NASCAR drivers experimenting with hemp sponsors—golf will eventually face its moment of decision. Whether it chooses to stand firmly in tradition or roll with evolving consumer habits could define how the sport balances its past with its future.