In Germany, as in so many other countries, soccer transcends sport and is woven into the fabric that brings neighborhoods together, integrates diverse communities, and builds a sense of national identity. 1. FC Union Berlin is living proof of that.
Born in a working-class district, its community identity was strengthened through gestures that are now legendary. That same grassroots culture of collective care is once again resonating, this time in a perhaps unexpected field: medical cannabis.
Union has chosen avaay Medical as its new main sponsor, a Berlin-based company aiming to destigmatize cannabis and present it as a tool for community health. And in that connection, you can see the same drive: to take care of the people, some through soccer, others through medicine.
Just as Union Berlin has long set itself apart from the “system clubs,” accepting a cannabis sponsor today means challenging another kind of dominance: the taboo, reminding the public that the plant is also part of everyday life.
Gemeinsam für mehr Aufklärung und Verantwortung:
avaay Medical, Marke der 2018 in Berlin gegründeten Sanity Group und spezialisert auf den therapeutischen Einsatz von hochwertigen medizinischen Cannabisprodukten, ist ab sofort Top-Sponsor des 1. FC Union Berlin.
— 1. FC Union Berlin (@fcunion) August 27, 2025
avaay Medical is part of Sanity Group, a German conglomerate founded in 2018 and dedicated to developing cannabinoid-based products. Its specialty is high-quality medical cannabis, designed for the treatment of chronic diseases and as an alternative or complement to conventional therapies.
Since its creation, the company set itself a clear objective: to destigmatize the use of cannabis as medicine, presenting it under professional supervision and backed by clinical evidence. That mission is also reflected in its alliance with Union Berlin, using soccer’s visibility to open debates, generate reliable information, and secure its role.
Among Sanity Group’s investors are major figures from German sports such as Mario Götze—World Cup champion with the national team in 2014—former international André Schürrle, and ex-footballer Dennis Aogo, as well as figures from music and entertainment. Their presence brings not only capital but also cultural legitimacy in a space where the plant still carries taboos.
What do cannabis and soccer have in common?
The partnership between Union Berlin and avaay Medical goes beyond a commercial agreement: it has an educational purpose. The plan is to develop information campaigns, debates, and initiatives that encourage a more thoughtful and responsible public conversation about medical cannabis, according to T-Online.
For Finn Hänsel, founder and CEO of avaay Medical, the connection with sports offers a unique bridge to reach very diverse audiences. “We are very pleased to continue being part of the Union family and to use the close connection between sports and health for education,” said the executive.
On the other side, the club itself emphasizes that the jersey not only conveys soccer identity, but also carries a message of responsibility. According to Bernd von Geldern, Union Berlin’s marketing director: “Educating about the sensible use of medical cannabis within the framework of doctor‑supervised therapies, as well as the risks of improper use, is an important concern. … we support avaay Medical in informing people better and thereby reducing prejudices,”
In this way, the An der Alten Försterei stadium will not only be the stage for goals and chants, but also for a broader social conversation: that of the role of medical cannabis in everyday life.
What Union Berlin is doing is historic in European professional soccer; never before has a Bundesliga club had a cannabis brand as its main sponsor. But in the history of soccer, it’s not the first time.
In 2022, in Paraguay, Atlético Loma Pucú became the first club in the world to be sponsored by a medical cannabis brand. The agreement was with Kokuesero, a farmers’ cooperative that distributes cannabis oils and creams free of charge in rural communities. Unlike other European cases linked to CBD or amateur teams, the Paraguayan experience was pioneering. It was a sponsorship with a strong community, activist, and healthcare focus, using the jersey as a tool for social change more than as a commercial agreement.
Today, cannabis makes its way into the Bundesliga and seeks to destigmatize the plant in spaces of high visibility, showing that the soccer field is also a stage for social debate. From a farmers’ club in Paraguay to the Bundesliga, marijuana finds an ally in soccer to break down prejudice and claim its place in health, sports, and everyday life.
This article was first published on El Planteo.
Image by Peter Gribat & 1. FC Union Berlin e.V., Public domain, via Wikimedia Commons, edited background.
