The event, presented by Triller, puts the cannabis brand on a global stage as pro sports warm to the category Says Adweek report

In one of its most significant marketing moves to date, Weedmaps is sponsoring former heavyweight champ Mike Tyson’s return to the ring on Saturday, breaking ground for the cannabis industry in the high-stakes world of pro-level sports.

The fight between Tyson and Roy Jones Jr., technically billed as an eight-round exhibition, fits the Weedmaps strategy of “getting our brand out there in places where cannabis hasn’t been before,” according to CMO Juanjo Feijoo.

The 4-hour live event, which features undercard fights as well as performances by Lil Wayne, DaBaby, Wiz Khalifa, YG and other hip-hop artists, is also a high-profile coming-out of sorts for presenter Triller, an app better known for music than sports. The social platform, trying to go toe-to-toe with TikTok in the U.S., will present the event on and make it available via cable and satellite pay-per-view outlets.

For Weedmaps, the partnership means more than putting its logo on the mat. The brand has created an original piece of content, narrated by Nas and celebrating cannabis pioneers, that will air during the event. There will also be custom on-screen graphics, on-air call-outs from announcers, messaging on giant LED screens at the venue (a fan-free Staples Center in Los Angeles) and swag in locker rooms and other backstage areas.

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