CBD Business

Sports Illustrated Is Getting Into the CBD Business

It’s stressful to be a legacy brand in the publishing world.

Which may explain why the iconic but struggling Sports Illustrated – which was sold twice in two years and cut half of its edition last October – enters the CBD game.

According to a press release (and through a story in The Big Lead), AndThe owners of Authentic Brands Group (ABG) have just announced a partnership with the CBD Sentia Wellness brand (“the world’s largest producer of CBD nutrients”). The collaboration will see the release of Sports Illustrated and Sports Illustrated Swim-branded CBD-infused topical remedies, including Regenerating Cream, which is available this weekend.

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Sports Illustrated has been at the forefront of sports and culture for more than 65 years and is a name that resonates with the athlete and the fan in all of us, ”said Daniel W. Dienst, Vice President of ABG. “We are excited to partner with Sentia, a leader in the wellness industry, as we continue to expand Sports Illustrated brand and create reliable, high-quality consumer products. ”

This should come as no surprise – the less-regulated CBD industry is potentially a $ 10 billion market in a few years. And AndABG’s corporate bosses are likely to use the brand name in new markets, as their press release advertises a “brand portfolio” that includes Marilyn Monroe, Elvis Presley, Juicy Couture, Mohamed Ali and many other assets that certainly don’t sound as the work of a serious publisher.

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