Barstool Sports, the media company founded by David Portnoy, known for its sports and pop culture content, is venturing into the cannabis market through a new partnership with Green Thumb Industries (GTI) (OTC:GTBIF). As GreenState reported, the collaboration will focus on creating custom content centered around GTI brands RYTHM and Dogwalkers Prerolls, seamlessly integrating cannabis into mainstream media.

Why It Matters: With this move, Barstool Sports is leveraging its massive audience of 66 million viewers, providing GTI with a unique platform to bypass strict cannabis advertising regulations. GTI's VP of strategic initiatives, Armon Vakili, explained, "This partnership allows us to seamlessly integrate cannabis into mainstream culture, creating a unique platform for RYTHM and Dogwalkers to connect with consumers in new and exciting ways."

Barstool Sports has already tested the waters in cannabis partnerships, including a deal with Cann earlier this year. As cannabis legalization spreads across the U.S., these types of media collaborations are becoming a popular method for cannabis companies to reach new consumers.

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