# Cannabis-Sponsored Sports Leagues Tempter’s Partnership with Karate Combat is Significant By Kalin Ned | Published 2024-08-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/karate-combat References: [bevnet](https://www.bevnet.com/pr/2024/08/05/karate-combat-and-tempters-a-horticulture-co-brand--forge-historic-partnership-first-hempderived-thc-beverage-to-land-major-sports-league-sponsorship) & [tempters.us](https://tempters.us/)  The partnership between [Tempter’s](https://www.trendhunter.com/trends/iverson-hemp-drinks), a brand specializing in [hemp-derived THC beverages](https://www.trendhunter.com/trends/hempderived-thc-beverage), and Karate Combat, a full-contact sports league, marks a significant moment in the sports and wellness industries. This collaboration is notable as it introduces a cannabis beverage as a sponsor of a major sports league, reflecting a growing acceptance of cannabis products in mainstream markets. For consumers, the partnership between Temper and Karate Combat offers a unique blend of sports entertainment and innovative, health-conscious products. Tempter’s THC-infused seltzers are marketed as a [legal and low-calorie alternative to alcohol](https://www.trendhunter.com/trends/highpour). They cater to those seeking a functional beverage that aligns with a healthier lifestyle. The involvement of well-known figures and the alignment with a popular and immersive sports league also add to the product's visibility and appeal. Image Credit: Tempter x Karate Combat ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 59% | Activity: 49% | Freshness: 27% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Cannabis-sponsored Sports:** The growing acceptance of cannabis products in mainstream markets is illustrated by the introduction of hemp-derived THC beverages as sponsors in major sports leagues. - **Health-conscious Alternatives:** Consumers are increasingly drawn to low-calorie, legal alternatives to alcohol, such as THC-infused seltzers, reflecting a broader trend towards functional, health-oriented beverages. - **Sports and Wellness Synergy:** Partnerships between wellness-oriented brands and sports leagues present a cross-promotional opportunity that enhances product visibility and aligns with healthier lifestyle trends. ### Who This Affects Most - **Cannabis Beverages:** The cannabis beverage industry benefits from mainstream exposure through high-profile partnerships, increasing their market penetration and consumer acceptance. - **Sports Sponsorship:** The sports sponsorship industry is evolving to include wellness and cannabis brands, showcasing a shift toward diversifying sponsor portfolios and embracing unconventional partnerships. - **Functional Beverages:** The functional beverage market is expanding with innovative products like THC-infused seltzers that cater to the health-conscious consumer looking for unique, legal drink alternatives. ## Related on Trend Hunter - [THC Seltzer-Inspried Pickleball Partnerships](https://www.trendhunter.com/trends/torch-beverages.md) - [THC-Infused Sports Drinks](https://www.trendhunter.com/trends/offfield.md) - [Frisbee-Focused Cannabis Partnerships](https://www.trendhunter.com/trends/ultimate-frisbee-association.md) - [Sports-Centric Beverage Partnerships](https://www.trendhunter.com/trends/beverage-partnership.md) - [Athlete-Inspired THC & Non-THC Drinks](https://www.trendhunter.com/trends/zero-thc-option.md) - [CBD Beverage Sports Partnerships](https://www.trendhunter.com/trends/day-one-beverages.md) - [Social Low-Calorie Cannabis Seltzers](https://www.trendhunter.com/trends/cornbread-hemp-thc-seltzers.md) - [Casual Cannabis-Infused Beverage Campaigns](https://www.trendhunter.com/trends/cannabisinfused-beverage.md) - [Social THC Botanical Beverages](https://www.trendhunter.com/trends/new-sparkling-thc-beverage.md)