Healthcare company Abacus Health Products has signed a deal with the home of the New England Patriots, Gillette Stadium and associated shopping centre Patriot Place to promote its natural ingredient pain relief brand, CBDMedic.
The agreement will span the 2019 and 2020 NFL seasons and incorporate branding, activation and hospitality.
This will include CBDMedic gaining visibility across both Gillette Stadium and Patriot Place. Fans attending events at the venue will also be given the opportunity to sample the brand’s products.
The tie-up follows the news that former Patriots star Rob Gronkowsi has signed up with Abacus Health and its pain relief brand CBDMedic.
Perry Antelman, chief executive of Abacus Health Products, said: ‘’We see this as a substantial initiative to advocate for the use of CBD for all athletes and Americans suffering from pain.”
In March 2019, Gronkowski retired from American Football at the age of 29, citing the physical pain he had dealt with throughout his career as a factor in his decision.