Earlier this year, on April 1, 2024, Germany adopted the historic CanG law that legalized cannabis possession, cultivation, and use by adults. Germany may have not been the first country in Europe to do so, but legalization in Germany is undeniably the most significant cannabis policy modernization victory in Europe’s history.

Due to European Union agreements, legalization in Germany differs in many aspects compared to legalization in the Western Hemisphere. Whereas adult-use cannabis products can be sold nationwide in Uruguay and Canada at retail outlets, legalization in Europe focuses more on boosting public health outcomes and research.

Starting on July 1, 2024, people could start applying to launch German adult-use cannabis cultivation associations. The associations are member-based and are one of the main ways that cannabis can be legally obtained by adults in Germany.

The German Cannabis Business Association (BvCW) recently conducted a poll of its members asking if people in Germany would rather open a cannabis cultivation association or a specialty cannabis store.

“In our non-representative survey, which we shared in our newsletter, we asked from 07.10.2024 – 15.10.2024: “If you had the choice, would you rather set up a cultivation association or open a specialty store or licensed point of sale for cannabis as part of a model project?” BvCW stated in a recent newsletter.

“The respondents voted as follows: 50% definitely wanted a specialist shop/licensed point of sale, 30% rather wanted a specialist shop/licensed point of sale, 10% rather wanted a growers’ association, 5% definitely wanted a growers’ association and 5% partly/partly.” BvCW stated about the results of the survey.

“Thus, over 80% said they rather or definitely wanted to open a specialist shop/licensed point of sale.” BvCW also stated.

In addition to home cultivation and cannabis cultivation associations, Germany’s legalization model will eventually also incorporate regional adult-use cannabis commerce pilot trials, similar to what is already in place in the Netherlands and Switzerland but on a much larger scale.

Unfortunately, until European Union agreements are modernized, nationwide sales at retail outlets like what is in place in Uruguay and Canada will have to wait. With that being said, Germany will continue to lead the charge to achieve such policy modernization at the continental level, and a more robust commerce system will no doubt be permitted in Germany in the future.

One area of society that cuts across political lines and socioeconomic backgrounds is sports. People from all walks of life love sports, with football (soccer) being the most popular sport around the world. Football is especially popular in Europe where hundreds of millions of fans are located.

With that in mind, it was a very big deal when the “Endlich” special jersey campaign was recently launched by SC Paderborn 07, Four 20 Pharma, and the Sanity Group, with part of the campaign involving pro-cannabis messaging being prominently placed at a recent football match.

Sport-Club Paderborn 07 e.V., commonly known as SC Paderborn 07 or SC Paderborn, is a German association football club based in Paderborn, North Rhine-Westphalia.

“Whether it’s the 2nd Bundesliga, Bundesliga or international football: special jerseys have become established and are often a real collector’s item for fans of the respective teams. They are usually issued for a special occasion such as a Champions League game. But sometimes they also have a much more serious background – as with the “Endlich” special jersey campaign by SC Paderborn 07, Four 20 Pharma GmbH (Four 20 Pharma) and the Sanity Group.” Four 20 Pharma GmbH stated about the effort.

“The jersey, which is all green with white accents and in which the SC Paderborn 07 team played against Jahn Regensburg, aims to draw attention to the issue of medicinal cannabis and counteract possible stigmatization and prejudice. There were also a variety of activities in and around the stadium – for example information stands and flyers on the seats.” the company also stated.

Below is footage from the match:

“The SCP07 team came onto the pitch dressed entirely in green and with a striking “Endlich” lettering and presented the jersey to the fans. During halftime, the special jerseys were then distributed using a “jersey cannon”. The oversized, inflatable jersey in the “Endlich” design on the forecourt was also an eye-catcher and a popular photo motif.” Four 20 Pharma GmbH stated.

“The other offers from the Endlich initiative were more informative – for example, the interior interview before the game or the 15,000 flyers that were distributed throughout the stadium and conveyed facts about the topic of medicinal cannabis and drew attention to a special Endlich Instagram filter. At information stands, visitors could also talk to medicinal cannabis experts, learn important facts and clarify questions.” they also stated.

Such a powerful message in such a mainstream setting is a big deal by every measure. Putting pro-cannabis messaging on such a grand stage no doubt reached parts of society that other pro-cannabis efforts simply cannot reach. It is an unparalleled effort that will reduce the stigma surrounding cannabis in Germany and beyond.

“After all, this is how we get into conversation with people who have not yet dealt with the topic or have not dealt with it sufficiently, or who are generally opposed to it. And that is exactly where we want to start: initiate a factual discussion, take the topic out of the dirty corner.” says Finn Hänsel, Managing Director & Founder of the Sanity Group.

“The feedback was overall positive, similar to the presentation of Four 20 Pharma as the main and jersey sponsor. We were happy to support this and with the joint special jersey campaign we helped to bring it even more into the public eye and to remove the taboo.” said Martin Hornberger, SCP 07 managing director.

The effort was also supported by TV presenter Matthias Killing (Sat.1 breakfast television), influencer Max Büchsenschütz, and professional athlete and motocross rider Tristan Hanak, who all participated in the campaign.