Abacus Health Products, which develops the CBDMEDIC brand, has entered into a partnership with Gillette Stadium and Patriot Place.

Abacus’ deal with the home of the New England Patriots NFL American football team has been signed on the back of its recently-announced partnership with ex-Patriots player Rob Gronkowski.

The partnership will grant Abacus brand exposure, activation and hospitality rights at Gillette Stadium for the 2019 and 2020 seasons. It is hoped the relationship will drive awareness of the CBDMEDIC brand both in New England and across the US.

Through its sponsorship agreement with Patriot Place, Abacus will be given the chance to sample its CBDMEDIC products to attendees of Gillette Stadium events. The Patriot Place entertainment complex comprises retailers, restaurants, hotels and other venues, and is located near Gillette Stadium.

Abacus chief executive Perry Antelman said: “Abacus is excited to be joining forces with Gillette Stadium and Patriot Place. We see this as a substantial initiative to advocate for the use of CBD for all athletes and Americans suffering from pain.”

Abacus engages in the development and commercialisation of over-the-counter registered topical medications with active pharmaceutical ingredients and which contain organic and natural ingredients, including a cannabinoid-rich hemp extract containing CBD from the Cannabis sativa L plant.

Abacus is not able to partner with the Patriots directly as the NFL prohibits the use of CBD among players.

Image: Bernard Gagnon