A few years back, a football agent contacted Hannah Deacon.
Deacon, unfamiliar with football, was taken aback. However, she had extensive knowledge of cannabidiol (CBD), a legal compound derived from cannabis — which is what the agent wanted to discuss with her. Some of his clients were interested in starting a CBD company to help users deal with stress and anxiety, and he sought her advice.
Deacon was shocked. She felt the group was trying to profit off of something they didn’t comprehend. She declined to get involved.
“They didn’t seem passionate about it,” Deacon told The Athletic. “These are people’s lives we’re talking about…”
This incident shed light on the controversy surrounding CBD discussions and how football, along with footballers, has become a major marketplace for it.
In the UK, former footballers have been at the forefront of promoting CBD, especially on social media. Players like Matthew Le Tissier, John Hartson, Paul Merson, John Aldridge, and Dean Windass have all spoken about how CBD has positively impacted their lives. Even recent figures like ex-England and Liverpool goalkeeper Chris Kirkland advocate for it. Former England international David Beckham had a stake in the CBD product company Cel AI before selling it in February.
David Beckham has sold his stake in a CBD products firm (Vittorio Zunino Celotto/Getty Images)
Football is an obvious marketplace for CBD in many ways. Former players often grapple with pain from old injuries and the mental challenges of transitioning away from a career defined by matches and adrenaline.
Anthony Fowler, a former boxer and cousin of ex-Liverpool and England striker Robbie Fowler, runs Supreme CBD. The company includes Le Tissier, Merson, Kirkland, and Windass as ambassadors. Fowler notes that former footballers no longer have the clubs to rely on for pain relief.
“Footballers experience anxiety, much like anyone else — perhaps more so due to the public pressure they face,” he told The Athletic.
Fowler believes CBD could also assist active players in injury prevention, citing evidence of its anti-inflammatory properties. However, current players are hesitant to discuss their experiences with CBD openly, possibly due to its history of being a banned substance by organizations like WADA and UKAD.
According to an anonymous football agent, cannabis’ continued classification as prohibited explains why current players are wary of admitting to trying CBD. Even though CBD is no longer banned, the stigma around it may still tarnish a player’s reputation if it were to be banned again.
CBD is not a new substance. It is an element in cannabis sourced from the hemp plant or created synthetically in a lab. Unlike tetrahydrocannabinol (THC), another cannabis component, CBD doesn’t produce a ‘high’ and is non-addictive.
The medicinal use of CBD, mainly for alleviating minor pain or reducing anxiety, dates back to ancient times in Central Asia. Recent commercialization has made CBD widely available in various forms like gummies, capsules, oils, vapes, creams, and bath bombs.
Hemp grows in Lincolnshire, England, destined for use in CBD oil (Christopher Furlong/Getty Images)
Users of CBD often advocate for its benefits. Individuals like Aldridge speak about improved sleep and positive effects on their health. Despite some skeptics, CBD has gained popularity and become a significant industry in the United States and the UK.
While there are debates around CBD’s efficacy, its advocates emphasize its potential to positively impact certain conditions like stress and anxiety. The discussion around CBD in football remains divisive due to concerns about risk, quality, and labeling.
It’s undeniable that CBD has become a lucrative business. The industry saw a tremendous growth potential, especially after regulatory changes in the US and UK. CBD’s popularity has surged, leading to the emergence of various brands and products in the market.
High-profile figures like athletes and celebrities have played a role in promoting CBD, further driving its market growth. Despite some controversies and regulatory challenges, the CBD industry continues to expand, offering new opportunities for entrepreneurs.
Antony Fowler gave up boxing to focus on his CBD business (Adrian Dennis/AFP via Getty Images)
One such entrepreneur is Anthony Fowler, who transitioned from boxing to CBD business due to the growing demand. His company, Supreme CBD, has gained popularity among customers, including sports personalities like Olympic champion Jade Jones.
Fowler believes that education about CBD’s benefits will drive more people to try it, helping his business grow even in the face of regulatory changes. As the industry continues to evolve, CBD remains a topic of interest, with the potential for more athletes to join the conversation about its effects.
(Top photos: Getty; Chloe Knott — Danehouse, iStock; design: Dan Goldfarb)
If you need support, you can contact the Samaritans at 116 123 (UK) or 1-800-273-TALK (USA).
For advice or information about drugs, you can reach out to FRANK at 0300 123 6600 (UK).