As the excitement surrounding the 2026 FIFA World Cup builds, cannabis retailers in Toronto and Vancouver are preparing to welcome a wave of fans eager to explore the legal marijuana market. This year’s tournament marks a historic first, as it is partially hosted in a country where cannabis is legal. While fans won’t be allowed to indulge at the matches, dispensaries are gearing up for a significant increase in foot traffic, hoping to capitalise on the influx of visitors.
Cannabis Shops Anticipate Increased Demand
Sean Kady, co-owner of Cosmic Charlies in Toronto’s Queen West neighbourhood, is optimistic about the surge in tourist interest. “We expect to see a nice influx of tourists. It’s an exciting time for us,” he remarked, highlighting the unique advantage of being able to purchase cannabis legally. Kady believes that the novelty of legal purchases, including home delivery options, will attract soccer fans to his shop. He anticipates that services like Uber Eats will play a significant role in facilitating quick orders, allowing visitors to enjoy cannabis comfortably in their accommodations.
To entice customers during the tournament, Cosmic Charlies is planning special promotions and exclusive product bundles. One highlight is a bong designed in the shape of the FIFA World Cup trophy, which Kady believes will be a unique talking point for fans.
Craft Cannabis Sees a Global Opportunity
In Vancouver, Rafael Trujillo, founder and creative director of Nahual Cannabis, views the World Cup as a prime chance to position Canada as a premier cannabis tourism destination. “This is an opportunity for us to showcase that we are doing the right thing by legalising cannabis,” he stated. Nahual Cannabis plans to host pop-up events featuring British Columbian craft producers and introduce new cannabis-themed merchandise, including high-end lifestyle products from brands like Edie Parker.
However, the excitement is tempered by the need for caution in advertising. Matt Maurer, a partner at Torkin Manes, emphasises the importance of compliance with both cannabis regulations and FIFA’s strict copyright rules. “Getting it wrong can lead to significant problems,” he warned, noting that issues with FIFA could also attract the scrutiny of cannabis regulators.
Navigating Legal Restrictions
While cannabis accessories like Cosmic Charlies’ trophy bong are less strictly regulated, the interpretation of the rules remains complex. Kady expressed a light-hearted perspective, saying, “If they come and give me some sort of written piece of paper, I would frame it. I think that would be quite funny.”
Paul Macchiusi, chair of the soon-to-launch Bathurst Village BIA, echoed the sentiment that businesses should prioritise compliance over aggressive marketing. “The smart move is to stay compliant and focus on educating visitors rather than being a billboard,” he advised.
Despite the optimism from retailers, experts like Susan Dupej from the University of Guelph warn that the potential for increased profits during the World Cup may be limited. She pointed out that the absence of cannabis from official FIFA events could hinder sales beyond an estimated 10 per cent increase projected by the Ontario Cannabis Store. “The World Cup is likely to reveal the incompleteness of cannabis legalisation in Canada, representing lost opportunities for the economy as well as for normalising regulated, visible, and socially managed spaces,” Dupej noted.
Government Campaigns Aim to Educate Tourists
In response to the anticipated influx of visitors, government agencies are actively promoting responsible cannabis consumption. The Ontario Cannabis Store is running an educational campaign, reminding tourists to purchase from licensed vendors and consume responsibly. Similar initiatives in Vancouver aim to inform visitors about local laws, ensuring they are aware of how to navigate the cannabis landscape safely.
Feven Berhane, chair of the cannabis committee at BC’s Alliance of Beverage Licensees, advised retailers to take their time with less informed customers and encourage a cautious approach: “Go low and slow, especially if it’s their first time smoking.”
Why it Matters
The intersection of the World Cup and cannabis legalisation in Canada highlights both the potential for growth within the cannabis tourism sector and the challenges imposed by regulatory constraints. As retailers prepare to welcome an international audience, the event serves as a litmus test for Canada’s cannabis legalisation efforts, showcasing opportunities for economic expansion while underscoring the need for clearer regulations and consumption spaces. The World Cup may reveal both the progress made and the hurdles that remain in making cannabis a fully integrated part of the Canadian tourism experience.
