Motorcycle runs and rallies are built on community—long days in the saddle, vendor lots packed with gear and stories, and a strong charity-and-camaraderie backbone. That’s exactly why cannabis brands (and cannabis-adjacent wellness companies) keep pushing into the space: the audience is loyal, experience-driven, and highly social. The smartest brands aren’t just “showing up with a logo.” They’re building programming that fits the rider mindset—recovery, hangover-free social options, and sponsorships that feel authentic.
Fable (THC cocktails) has leaned into the rally moment with a headline-grabbing move: the brand says it became the first THC cocktail sold at the Sturgis Motorcycle Rally, positioning cannabis beverages as an alternative to alcohol in a setting traditionally dominated by beer-and-spirits culture. That’s an important signal for the category—modern cannabis branding isn’t confined to dispensary shelves anymore; it’s aiming for mainstream, high-foot-traffic lifestyle events.
On the wellness side, Medterra (CBD) became a recognizable name in motorcycle circles as CBD sponsorships expanded in racing. Coverage in major motorcycle publications highlighted how CBD logos and partnerships were entering the sport—sometimes with restrictions around visibility—showing both the opportunity and the friction that comes with regulated products in televised and sanctioned environments. For event marketers, that’s a lesson: plan activations with compliance in mind (what can be sampled, where, how it’s advertised, and what venues allow).
cbdMD took a more “big-league” route, landing an official partnership with Monster Energy Supercross and the Monster Energy Cup via a multi-year agreement announced by Feld Motor Sports. That kind of deal matters beyond racing: it normalizes cannabinoid wellness branding in motorsport-adjacent fan zones, vendor villages, and experiential marketing formats that look a lot like rally grounds.
Similarly, Alias CBD has been tied directly to competitive powersports through a partnership with the GEICO Honda/Factory Connection team, putting the brand on gear and machines. For riders, that repeated exposure—team rigs, paddocks, merch tables—functions like a rolling billboard and a trust signal, especially when paired with athlete storytelling and recovery positioning.
Not every “cannabis brand” in the motorcycle ecosystem is a product line. Hemp American Media Group made waves by sponsoring pro racer Johnny Rock Page—an early milestone underscored by industry reporting that showed how cannabis-linked businesses were beginning to buy into motorsports credibility the same way energy drinks and apparel companies have for decades. Media companies do this for access: content, interviews, and community influence that can be monetized long after the event ends.
Of course, the biggest rallies also expose the reality of regulation. Some states hosting iconic motorcycle events remain strict about cannabis, and event policies often reflect that—meaning brands activate through legal-compliant routes such as hemp-derived products where permitted, offsite events, education-forward booths, or partnerships in legal markets rather than assuming a one-size-fits-all playbook.
In 2025 and beyond, cannabis marketing at motorcycle events is increasingly about fit: rider recovery, responsible social consumption, and brand presence that respects the venue, the law, and the culture—while still delivering a memorable rally-weekend story riders want to share.
Learn More: Why More Riders Are Exploring Cannabis for Balance