Picture this: a rugby pitch, sweat in the air, bodies colliding with that mix of grace and chaos only rugby can deliver. On the sideline, instead of the usual beer logos and corporate banners, you see RAW Rolling Papers. Instead of Budweiser, there’s Beneleaves. Instead of a cooler stacked with light beer, there are capsules packed with CBD, CBG, and electrolytes.
Welcome to the world of Crewmen Rugby 7’s, the first cannabis-backed rugby squad in the United States. Born from a half-serious Instagram experiment and fueled by plant-based sponsorships, the Crewmen are rewriting what sports sponsorship looks like, and clearly enjoying the ride.
From a DM to a Movement
When Nigel Bowman launched the Crewmen, there was no big plan. No investors. No strategy deck. Just a phone, an idea, and an Instagram post.
“Crewmen Rugby 7’s is the first Cannabis Advocacy athletic organization in the United States. We strive to break the stigma between high-performance athletics and cannabis culture. I literally began this team on Instagram just to generate interest from local players for a small tournament. It caught wildfire and took off,” he told High Times.
That wildfire turned into a traveling squad of athletes who now compete in sevens tournaments, welcome players from around the world, and run onto the pitch wearing cannabis-branded kits.
RAW on the Jersey, Respect on the Pitch
If you know cannabis culture, you know RAW. Seeing the logo stamped on a rugby jersey is both a surprise and a statement. It says the old rules are changing.
“Crewmen Rugby is sponsored by amazing brands such as RAW Rolling Papers. Rugby is known for its hard game play and camaraderie,” Bowman said. “We wanted to change the dynamic of Alcohol Sponsorship to Cannabis Sponsorship in the aspect of promoting recovery and wellness. Our amazing sponsors help support the team with covering necessary tour expenses like housing, flights and uniforms. I keep great rapport with sponsors that have helped build us up.”
That partnership didn’t happen overnight. “All of our sponsorships were derived from the Instagram platform and direct messages to the companies. It took about a year and a half to gain sponsorship from RAW. It was well worth the wait to represent such an iconic brand within cannabis culture!”
The takeaway is clear: rugby doesn’t need beer logos to thrive. Cannabis brands can carry the culture too.
Recovery Is Part of the Game
The Crewmen aren’t just about uniforms. They’re leaning into recovery, showing that cannabinoids can help athletes keep going after the toughest hits.
“We have a line of custom-formulated hemp products from our vertical processor, Reverb Wellness, under Crewmen Brands. Some of these products include a topical 3:1 CBD to THC, rosin disposable vapes, recovery capsules with CBD:CBG:Electrolytes and pre-rolls. We also have a line of .510 thread cartridges processed by Beneleaves Limited for Medical and Recreational use in dispensaries around Ohio.”
For Bowman, the products double as proof that cannabis has a place in sports medicine and athlete care.
Stigma, Smashes, and Selling Jerseys
Rugby fields are usually a parade of beer and liquor logos. Cannabis logos, though? They still make people stop and stare. That’s exactly the point.
“Sports and athletics have stigmatized the use of cannabis for as long as I can remember. I started the Crewmen with the idea of putting well-known Cannabis brands in the face of the Rugby community. Athletes use cannabis or CBD to recover from intense workouts/games and I’d like to normalize it within the sports community.”
The reaction has been instant. “Being able to host international athletes is a true privilege. When we wear our uniforms to large-scale tournaments, people always want to buy one. I believe that it’s because they have never seen it before, as alcohol sponsors flood our Rugby Community. We just wanted to separate ourselves from the norm. We still maintain the high-performance aspect of the sport. While wearing the brands that have made a major impact on the Cannabis Community.”
Eyes on Rugbytown
Every team has a dream stage. For the Crewmen, it’s Rugbytown USA in Glendale, Colorado, one of the most prestigious sevens tournaments in the country.
“What would be next for Crewmen Rugby 7’s is ideally to make it to Rugbytown USA. That is the largest-streamed International 7’s competition in the United States. I’m hopeful that 2026 is our year. In previous years, Native Roots dispensary sponsored the Tournament based in Glendale, Colorado. So the rugby community isn’t unfamiliar with cannabis sponsors. But it’s more hush-hush than the narrative that we push with Crewmen Rugby 7’s.”
If a Team Were a Strain
Ask Bowman what strain captures his team, and he doesn’t miss a beat.
“If Crewmen had a signature strain, it would probably be in the Kush lineage. Kush has a wide array of crosses and I believe we showcase individuality while maintaining a common goal. I think we highlight the products under Crewmen Brands by Reverb Wellness very well. They have started to gain popularity nationwide. Even getting our topical to the Rugby Tens Championship in California and Rugbytown for international athletes to use for recovery. Our team is about educating people and players who are not informed about how Cannabis can improve overall health and quality of recovery.”
Shock, Curiosity, Amazement
Face the Crewmen on the field and it’s not just the rugby that gets people talking.
“The reaction that first comes across from our opponents and other spectators is amazement. It’s something a lot of players and staff haven’t seen before we brought Cannabis Sponsors to the table. Now more and more teams are diversifying their sponsors. I’d like to think that cannabis sponsorship will be a normal thing for all athletic associations within the coming years.”
A Gentleman’s Game Played by Hooligans
Bowman says it best: “Rugby is a very high-impact sport. A Gentleman’s Game Played By Hooligans, if you will. Cannabis Culture adds to the team’s identity by spreading education about the plant we are so passionate about. If it weren’t for a wacky idea to start a cannabis sports team one day when I was budtending, we wouldn’t exist. Chase your dream no matter how wacky people may think it is. There’s always at least one person willing to back your cause.”
What started as a shot in the dark is now a traveling crew with a mission. The Crewmen keep playing, keep teaching, and keep proving that the best culture is the one lived out loud.
Photos courtesy of Crewmen Rugby 7.
