A Formula Drift car sponsored by a weed brand

This is a first for motor racing. Once accustomed to cigar manufacturers and then energy drink brands, the sector is now opening up to new sponsors. Formula Drift racer Danny George has just been sponsored by Shango, an American producer and distributor of medical cannabis.

Entitled «the first cannabis company in motorsports», a video released last week confirms that the Portland, Oregon-based brand will finance Las Vegas native Danny George's season. Shango has dispensaries in Oregon and Nevada, and plans to expand into California, Florida and Puerto Rico.

«As Shango continues to grow along with the «green market» in the U.S., we're aggressively immersing our brand in places where cannabis has never gone before, starting with professional sports,» explains Brandon Rexroad, Shango's founder.

«With Nevada being one of the biggest markets to open up to recreational cannabis today, and Danny George being a local guy, we feel this is the perfect partnership to weave cannabis and sports together. We look forward to seeing Shango customers at the Shango Las Vegas show on April 20, when George will bring his Shango-branded car and test drive it for those who want it.»

Danny George in his BMW

For Danny George, who rides in the second third of the PRO2 category, the emergence of a cannabic sponsor was warmly welcomed.

«I'm delighted to have Shango Premium Cannabis as my main sponsor, plus for my big comeback in Formula Drift,» he says. «2017 is an important year in my professional career, not only am I returning to the championship with the first partnership with a cannabis company in Formula Drift, but I'm also trading in my Miata [Mazda MX-5] for a BMW M3.»

Today, the American cannabis industry is taking advantage of the various legalizations in the United States to establish itself on the landscape. mainstream, Weedmaps, for example, has taken on the role of sponsor. For example, Weedmaps has sponsored video game competitions or a grand tour of Spain with his skateboard team.

«Although it's a sign that cannabis is big and getting bigger» says Matthew Gardiner of the Shango dispensary in Las Vegas. «We've talked to a lot of people in a lot of businesses and in sports. You're going to see us more and more.»