As excitement for the World Cup builds, cannabis retailers in Toronto and Vancouver are bracing for a wave of fans eager to indulge in legal marijuana. The 2026 tournament will mark a significant milestone as it is the first time part of the event will take place in a country where cannabis is legal. Although smoking will not be permitted in stadiums, dispensaries are optimistic about an increase in foot traffic and sales, while also navigating the complexities of legal compliance.
Cannabis Retailers Anticipate Increased Sales
Sean Kady, co-owner of Cosmic Charlies, a cannabis shop located in Toronto’s vibrant Queen West district, expressed enthusiasm for the upcoming influx of visitors. “We believe there will be a substantial number of tourists coming in. We’re really looking forward to it,” Kady stated. He noted the unique appeal of purchasing cannabis directly from a store and the convenience of delivery services, which could greatly enhance the experience for fans.
“We think Uber will be a significant asset for us. Once people realise they can order cannabis to their hotel in under an hour, that’s going to be a game changer,” Kady added. His shop is already planning special promotions and product bundles to entice customers during the tournament. One highlight is a FIFA World Cup trophy-shaped bong, which Kady hopes will attract attention.
Vancouver Shops Showcase Canadian Craft Cannabis
In Vancouver, Rafael Trujillo, founder of Nahual Cannabis, views the World Cup as a golden opportunity to position Canada as a leader in cannabis tourism. He commented, “This is a chance for us to demonstrate that Canada is doing the right thing by legalising cannabis.” Nahual Cannabis intends to host pop-up installations that celebrate local British Columbian producers and introduce new cannabis-themed merchandise, including offerings from the high-end brand Edie Parker, which Trujillo likened to the “Dior of the cannabis lifestyle.”
While the excitement is palpable, cannabis businesses must tread carefully. The regulatory environment surrounding cannabis advertising is stringent, and FIFA’s copyright rules add another layer of complexity. Matt Maurer, a partner at Torkin Manes, highlighted the need for retailers to be diligent in their marketing efforts during such major events. “Getting it wrong could lead to significant issues, particularly with FIFA and cannabis regulators alike,” he warned.
The Legal Minefield of Promotion
Cannabis accessories, like Cosmic Charlies’ World Cup bong, are subject to less rigid regulations but still pose potential pitfalls depending on interpretation. Maurer explained, “While one could argue it’s merely a bong shaped like the trophy, a regulator might classify it differently, raising concerns about its intent and messaging.” Despite the legal grey areas, Kady remains optimistic, saying, “I hope it won’t cause any issues. If they provide me with a written notice, I’d just frame it. That would be amusing.”
Paul Macchiusi, chair of the soon-to-launch Bathurst Village Business Improvement Area and part owner of Minerva Cannabis, urged retailers to prioritise compliance over flashy promotions. “The wisest strategy is to stay within the legal framework and focus on educating visitors rather than turning into a billboard,” he advised.
Missed Opportunities for Cannabis Tourism
According to data from the Ontario Cannabis Store, shops located near BMO Field anticipate a 10% increase in sales during the World Cup. However, Susan Dupej, a professor at the University of Guelph and an expert in cannabis tourism, believes Canada is missing a significant opportunity. “The potential benefits of the World Cup are minimal,” she remarked, emphasising that cannabis remains largely absent from official FIFA events.
Dupej pointed out that excessive focus on safe consumption has overshadowed the need for designated spaces for cannabis use. She hopes the World Cup will highlight the regulatory gaps that hinder cannabis tourism in Canada, stating, “It’s likely to expose the shortcomings of our cannabis legalisation, showcasing lost opportunities for both the economy and the normalisation of cannabis use.”
Promoting Responsible Consumption
In light of the anticipated influx of tourists, government agencies are proactively reminding attendees to purchase cannabis legally and consume it responsibly. The Ontario Cannabis Store has launched an educational campaign to inform both retailers and consumers about the regulations surrounding cannabis sales during the tournament. This includes advertisements in subway stations encouraging visitors to buy exclusively from licensed vendors.
Vancouver’s “know before you go” initiative aims to inform World Cup tourists about local cannabis laws, stressing the importance of legal purchases. Feven Berhane, chair of the cannabis committee at BC’s Alliance of Beverage Licensees, cautioned retailers to adjust their approach based on consumer knowledge, advising shoppers to “go low and slow,” particularly if they are inexperienced.
Why it Matters
The 2026 World Cup presents both a challenge and an opportunity for Canada’s cannabis industry. While the potential for increased sales and international recognition exists, the complexities of legal compliance and the overarching regulations pose significant hurdles. The event could serve as a litmus test for the efficacy of cannabis legalisation in Canada, potentially prompting necessary changes to regulations that would benefit both the businesses and their customers. As the tournament approaches, the spotlight will be on how well these retailers navigate the intricate landscape of cannabis law while striving to make the most of this unprecedented occasion.
