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Canopy Growth
Corporation and
Snoop Dogg
In February 2016, a first of its kind partnership in the Canadian cannabis market was announced, where Tweed and Snoop Dogg entered into a partnership to carry Leafs By Snoop, a full spectrum of diverse strains. The license agreement is for an initial three-year term with a two-year extension. As partial consideration for the arrangement, the controlled company will receive a combination of Canopy shares, royalties, and monetary compensation, released over the course of the agreement. In a recent Global News article, Canopy Growth Director of Communications Jordan Sinclair says that the partnership so far has been successful, with product lines usually selling out within days of stocking it in the online store. The article goes on to state that despite the fact that “nothing is set in stone” as far as packaging and other marketing and advertising standards, this alliance provides an “incredible incumbent advantage” for Canopy Growth.
“The Leafs By Snoop brand is well known. It comes up from the States where it has already done well … If people are just walking into the store with no other knowledge about what brands might be available, I don’t think anyone has more credibility or name recognition than Snoop Dogg.”