Atlas Global Brands, a Canada-based global marijuana company, closed an exclusive international licensing agreement with hip-hop artist Snoop Dogg. The deal is said to last for up to five years and applies to adult-use marijuana products in Canada as well as medical cannabis products in Germany, Israel and Australia.
The licensing deal gives Atlas Global exclusive rights to Snoop Dogg’s name, likeness and other intellectual property “to produce, package, manufacture, distribute, sell, advertise, promote and market cannabis flowers, pre-rolls, concentrates, oils and edibles, and personal vaporizers” in those markets.
In the overall worldwide licensing pie, celebrity licensing deals only comprise a tiny fraction yet they are versatile and potent.
A well-executed licensing deal relies on celebrities who wholeheartedly use and support the products while endorsing and promoting, making the dividing line between advertisement and advertiser virtually seamless.
Snoop Dogg has been a vocal advocate for cannabis use for much longer than cannabis products have been medically or recreationally legal in Canada or the United States.