What The First World Cup With Legal Cannabis Means For US And Canadian Operators

As record crowds swarm cities across North America for the best-attended FIFA World Cup in history, creating viral moments along the way, millions of people are having their first encounter with legal cannabis.

Curious tourists from around the globe are expected to visit cannabis retailers across the continent, where cannabis is legal or decriminalized in some form in every host city.

It’s the first time the World Cup, the world’s biggest sporting event and possibly one of the world’s most significant cultural events, has been hosted in a location where cannabis is legal. And coming after recent tournaments in Qatar and Russia, where drug laws are strict, the shift is significant.

But while cannabis retailers from Los Angeles to New York are expecting a short-term sales boost, the World Cup’s lasting benefit for the global cannabis industry may be a political boon.

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