For decades, NASCAR has balanced tradition with commercial evolution, carefully managing the brands allowed to appear on cars, fire suits, and team uniforms. Today, the rapid growth of the cannabis industry raises a new question for the stock-car world: Could NASCAR ever allow cannabis sponsorships? The answer remains uncertain, but shifting laws and market forces suggest the conversation is far from over.
At present, NASCAR’s commercial guidelines prohibit partnerships with federally illegal substances, which includes THC-containing cannabis. The sanctioning body’s restrictions effectively mirror federal policy. According to the Controlled Substances Act, cannabis remains a Schedule I substance, creating legal complications for any national sports league operating across multiple states. NASCAR’s sponsorship approvals are already stringent—every new partner must be vetted by the sanctioning body—and cannabis brands simply do not meet federal compliance thresholds.
However, the marketplace is changing. The U.S. legal cannabis industry surpassed $30 billion in sales in 2024, per data from Statista and the Congressional Research Service, and more states continue to adopt medical or adult-use programs. This momentum mirrors shifts seen in other leagues. UFC, for example, partnered with CBD brand Love Hemp in 2021, while the NBA removed cannabis from its testing program under its latest collective bargaining agreement. Although none of these leagues allow THC-brand sponsorships, their openness to CBD and hemp products demonstrates a growing acceptance of cannabis-adjacent partnerships.
Where does that leave NASCAR? Insiders argue that CBD sponsorships might eventually become the first pathway. Hemp-derived CBD is federally legal under the 2018 Farm Bill, provided it contains less than 0.3% THC. Other major sports have already embraced this distinction. NASCAR has quietly evaluated CBD proposals before, though none have been approved publicly—likely due to regulatory gray areas and brand-safety concerns for family-focused audiences. Still, as consumer education improves and federal standards stabilize, CBD could emerge as a low-risk entry point.
The bigger question—THC sponsorship—remains tied to federal policy. NASCAR’s national footprint presents challenges. Unlike stick-and-ball leagues that operate in fixed venues, NASCAR teams race in states with widely different cannabis laws. A cannabis brand legal in Colorado but not in Georgia or South Carolina would create logistical and regulatory issues for any national activation strategy. Until federal law changes, motorsports lawyers say THC branding is “virtually impossible” from a compliance standpoint.
Yet commercial incentives are driving ongoing conversations behind the scenes. Cannabis brands consistently seek mainstream sports sponsorship to reach adult audiences, and NASCAR teams rely heavily on corporate partnerships. With tobacco sponsorship long gone and the energy drink category reaching saturation, cannabis could represent a valuable new revenue stream—one that some owners privately believe will eventually be unavoidable.
Industry experts argue that the pivotal moment will come only when federal legalization or rescheduling occurs. Should that happen, NASCAR would likely develop strict guidelines—similar to alcohol rules—limiting where branding can appear, how products can be advertised, and what fan-facing activations are permissible.
For now, NASCAR remains cautious. But the shifting regulatory landscape, mainstream destigmatization, and financial upside ensure that the question is no longer “if NASCAR will address cannabis sponsorships,” but “when.”