[Le trois-feuilles] The 2026 World Cup Provides a Global Showcase for Legal Cannabis

The 2026 World Cup is and will remain an extraordinary event in many ways. Between the controversies surrounding its organization, criticism of certain infrastructure projects, and political debates related to immigration controls, the tournament has already been the subject of much discussion.

Organized jointly by the United States, Canada, and Mexico, the competition is also expected to set new attendance records. But beyond the field, this edition marks a turning point in another regard: it is the first time that the world’s largest sporting event has taken place in countries where cannabis is legal is available in a significant number of host cities.

Previous World Cups had taken place in radically different environments. In 2018, Russia hosted the tournament under particularly restrictive drug policies. Four years later, Qatar enforced a zero-tolerance policy regarding the possession and use of cannabis, which, of course, applied to foreign visitors as well.

The North American context is therefore unprecedented. For millions of fans from around the world, the 2026 World Cup will mark their first exposure to regions where regulated cannabis markets coexist with public policies governing production, sale, and consumption.

For the cannabis industry, the event naturally represents a major business opportunity. Brands and industry players hope to capitalize on the global exposure generated by the tournament, even though restrictions on sports sponsorship and advertising significantly limit opportunities for direct communication.

But beyond the potential economic benefits, some believe that the most lasting impact of this World Cup could be felt in the political arena. By exposing millions of visitors to different regulatory models, the tournament could help shift international perceptions of cannabis and fuel new debates on public policy regarding legalization.

Cannabis retailers are seeing an influx of new international customers

As games kicked off across North America in June, U.S. cannabis dispensaries reported an increase in foot traffic in several host cities where adult-use cannabis is already legal. Stores in Los Angeles, Kansas City and New York all reported that they had welcomed more new customers, particularly visitors from abroad who came to attend the games.

This phenomenon is particularly evident in New York, where several dispensaries are located near the MetLife Stadium, the stadium chosen to host the World Cup final on July 15.

Anesha Jones, general manager of the Alta Dispensary in Manhattan, believes that the impact of the World Cup will likely extend beyond purely commercial considerations. When asked by MJBizDaily, she explains that the exposure generated by an event of this magnitude could, above all, serve an educational purpose for an audience that is still largely unfamiliar with regulated cannabis markets:

«Even though it’s difficult to measure the direct impact on sales, events like this one allow many people to see what a regulated cannabis market is really like.»

She adds, «Many visitors have never set foot in a licensed dispensary before, so this is an opportunity to show them that it’s a professional retail experience focused on providing information, ensuring safety, and helping customers find the right product for them.»

À Kansas City, where several national teams set up their training camps during the tournament, business owners have also seen growing demand. Myles Mayfield, marketing manager at NatureMed, said: «Since the 11th, we’ve seen a steady increase in the number of new customers,» including «an influx of international customers.».

This increase in activity isn't solely due to tourists. At Los Angeles, store owners noted that local fans gathering for public viewing parties had also contributed to the increase in foot traffic. Adriana Hemans, marketing director at The Artist Tree, explained, «At our Koreatown store in Los Angeles, people were particularly excited as the South Korea-Mexico match approached.»

She added, «There were two movie nights in that neighborhood, and they even ended up closing the street to traffic.»

Education is becoming just as important as sales

For many business owners, welcoming new customers also means explaining how the legal cannabis differs from products sold on the black market. The sales staff spent a lot of time discussing the THC concentration, as well as guidance on dosage and responsible use, with clients who may never have visited a licensed dispensary before. Chris Kuilan, co-founder of Stoops NYC, believes that these interactions are helping to reshape the international perception of this sector.

«For many foreign visitors, walking into a licensed dispensary in New York may be their first experience seeing cannabis treated as a regulated and professional industry.»

He continued: «They can see the identity checks, the tested products, the trained staff, and the proper labeling. […] Cannabis is a legitimate business.»

This same educational approach extends to explaining local laws. At the Alta Dispensary, staff consistently inform visitors about where consumption is permitted and warn them that the edible products can be significantly stronger than expected. Jones explained, «We spend a lot of time discussing THC percentages and dosage, and helping them find a product suited to their level of experience. We also answer a lot of questions about where it’s legal to use cannabis in New York.»

The State of Washington reminds visitors: «Start slow and build up gradually»

The arrival of hundreds of thousands of American football fans also prompted public authorities to issue health recommendations. In late June, the Washington State Department of Health (WADOH) has published an information guide for visitors attending games at Seattle. The guide warned that products sold on the legal market in Washington could be significantly more potent than those available elsewhere.

Visitors were advised: «Potency can vary from product to product, so it’s important to know what you’re consuming. Start with a low dose and take it slow. Keep in mind that edibles can take up to three hours to take effect and that their effects can last up to 24 hours.»

Health authorities also reminded visitors to Do not mix cannabis with alcohol and Never drive after consuming it. Although the department later retracted an initial statement linking the tournament to an increase in emergency room visits, the overall public health message remained unchanged: international visitors who are unfamiliar with cannabis products should approach them with caution.

Unlike illicit products, legal cannabis comes with labels that clearly indicate cannabinoid concentrations, which makes it easier to dosage control… but only if consumers understand what they are buying.

A World Cup souvenir that received a «red card» from FIFA

Not all the cannabis-related stories during the tournament were about retail sales. At Toronto, the store Cosmic Charlies unexpectedly found herself in the international spotlight after selling a bong fantasy piece inspired by the trophy from the FIFA World Cup.

This silicone accessory, marketed under the name «FIFA Bong,» was priced at 50 Canadian dollars and was sold only once before the lawyers representing the FIFA sent the store a cease-and-desist letter alleging trademark infringement and demanding that the products be removed. Rather than contesting the complaint, the owners, Sean and Charles Kady, publicly destroyed the remaining bong.

Despite the loss of revenue, the publicity generated proved to be invaluable. Sean Kady explained, «So we thought this was an opportunity to showcase Canada as the leader in cannabis tourism. And we figured it would be yet another reason to attract these soccer fans and FIFA supporters…»

Reflecting on this unexpected media coverage, he added, «The cost of destroying a single bong certainly would never have allowed me to gain all the media exposure we received simply by offering this item for a short time.»

And, with a joke about soccer, he concluded, «I’ll never forget the time FIFA gave me a red card.»

Alcohol enjoys a certain degree of flexibility, while cannabis remains on the sidelines

Despite the increased visibility of the cannabis stores, the sector remained almost entirely excluded from the official celebrations of the World Cup.

In several host jurisdictions, local governments implemented temporary measures designed to maximize economic activity surrounding the tournament. These included, in particular, extending alcohol sales hours, creating outdoor drinking areas, and granting special permits for public viewing parties.

Cannabis, on the other hand, has not benefited from any comparable regulatory flexibility.

Several commentators have highlighted the contrast between the treatment given to the’alcohol and the one reserved for the Cannabis during the tournament.

Everywhere in the United States, some cities have adopted temporary measures to encourage fans to spend money. New York has established special permits allowing the sale of alcohol at large public viewing parties, while the Massachusetts extended the closing hours for bars and that’Atlanta created temporary entertainment districts where spectators could legally consume alcoholic beverages.

For many companies in the cannabis industry, this contrast was hard to ignore. Chris Kuilan, co-founder of Stoops NYC, argued that the same regulatory framework could have been adapted to allow for controlled cannabis use: «The one-day permit issued for the World Cup provides a ready-made model.»

According to him, the safety measures required for liquor licenses—including safety plans, age verification, and designated consumption areas—could also have been adapted for legal cannabis. He added: «Instead, the government is implementing a system where alcohol is welcome at public celebrations, while cannabis is effectively relegated to the margins.»

Federal law continues to restrict the use of cannabis

One of the main obstacles remains the legal status of cannabis in United States. Although a majority of Americans now live in States Where Access to Cannabis Is Legal In one form or another, it remains prohibited under federal law, which creates significant obstacles to sponsorships, advertising, and partnerships with international sporting events.

Adam Rosenberg, president of the National Cannabis Industry Association, summed up the challenge to Forbes : «While many state-level legal cannabis markets have evolved, the complex federal status remains a major obstacle.»

He continued, «Companies in the cannabis industry face advertising restrictions that make it difficult for them to market their products and participate in major events such as the World Cup.»

The international nature of the tournament further complicates the situation, as organizers must also take into account the laws and cultural expectations of countries where cannabis remains strictly prohibited. As a result, alcohol brands continue to dominate official sponsorships.

For their part, cannabis industry operators have relied heavily on in-store promotions, awareness campaigns, and local marketing initiatives rather than direct involvement in the tournament itself.

Could the tournament influence future cannabis reforms?

Beyond the immediate commercial opportunities, many observers believe that the tournament’s most significant impact could be felt long after the final whistle. Millions of visitors from countries where cannabis remains illegal are discovering regulated markets for the first time.

Rather than encountering stereotypes, they see licensed businesses that operate according to safety procedures, with age verification, lab-tested products, and professional staff. To Morgan Fox, political director of NORML, this exhibition is important.

«Being able to see what a regulated cannabis system looks like goes a long way toward eliminating some of the stigma and sparking people’s imagination about what it might look like in their own country.»

He also emphasized the importance of responsible education to ensure that visitors leave with a positive impression of regulated markets.

«When you actually see them with your own eyes… you notice the safety protocols… and the professionalism that prevails there.»

This view is shared by Justin Miller, senior vice president of marketing at Curaleaf, which operates in both United States and in Germany : «Global events like the World Cup offer international visitors the opportunity to see for themselves the regulated cannabis markets where adult use is legal.»

Although it is difficult to quantify, he believes that such exposure helps demonstrate «the quality, consistency, and innovation» offered by regulated markets.

A patchwork of regulations in North America

The 2026 FIFA World Cup It also highlights just how fragmented cannabis regulation remains in North America.

Among the sixteen host cities for the tournament, recreational cannabis is legal only in some of the United States. Visitors can legally purchase cannabis in cities such as Los Angeles, Seattle, Boston, New York, New Jersey and Kansas City (Missouri), while host cities such as Miami, Dallas, Houston, Atlanta and Philadelphia do not permit sales for recreational use.

Canada provides the clearest legal framework for visitors: recreational cannabis, which is legal at the federal level, is available both at Toronto and Vancouver, although public consumption remains subject to provincial regulations.

Mexico, on the other hand, remains in a legal gray area. Personal possession has been decriminalized under certain circumstances, and access for medical purposes is permitted, but there is still no regulated retail market for recreational cannabis.

In the three host countries, one message has remained consistent throughout the tournament: visitors should purchase cannabis only where it is legal, consume it only where permitted, avoid crossing borders with cannabis products, and never attempt to bring them into the stadiums of the FIFA or at official fan festivals.