The FIFA World Cup is drawing record numbers of fans to cities across the U.S., Canada, and Mexico, creating packed streets, lively celebrations, and memorable moments. Alongside the excitement surrounding football, another trend is emerging as millions of international visitors are getting their first look at legal marijuana markets.
For many travelers, this tournament marks the first opportunity to visit licensed marijuana stores. Most host cities have some form of legalized or decriminalized cannabis, making this the first World Cup to take place in a region where legal access exists. The contrast is striking compared with previous editions in Russia and Qatar, where drug laws are among the strictest in the world.
Retailers expect the tournament to provide a temporary lift in sales, but many believe the larger benefit could be greater international awareness of regulated marijuana systems. Industry representatives say visitors often arrive with limited knowledge of how licensed dispensaries operate and leave with a different perspective.
According to Anesha Jones of Manhattan’s Alta Dispensary, many customers are entering a legal marijuana store for the first time. She explained that the experience allows visitors to see a professional retail environment focused on consumer safety, education, and product testing.
Recreational marijuana sales are permitted in eight of the tournament’s sixteen host cities. Five additional locations allow medical cannabis programs, while Texas continues to support a substantial hemp-derived THC market. Mexico does not currently have retail marijuana dispensaries, although medical cannabis is legal and recreational possession has been decriminalized.
Businesses in several host cities have reported increased customer traffic since the competition began. NatureMed locations in Kansas City have welcomed more first-time buyers and international visitors, according to marketing executive Myles Mayfield. Los Angeles retailers have also experienced stronger business, particularly during matches involving teams with large local fan bases.
Adriana Hemans of The Artist Tree noted that excitement surrounding the South Korea versus Mexico match drew large crowds to the Koreatown neighborhood, where community watch parties attracted mostly local residents while boosting activity for nearby businesses.
Dispensary staff have also focused on educating visitors about responsible cannabis use. Employees regularly explain product strength, THC levels, serving sizes, and local consumption rules, particularly for edible products that may be stronger than some customers expect.
Legalization advocates argue the event could influence opinions beyond North America. NORML’s Morgan Fox said seeing a regulated industry firsthand may reduce misconceptions among visitors from countries where cannabis remains prohibited and encourage future policy discussions.
At the same time, the tournament has highlighted ongoing regulatory challenges. Lauren Rudick of Rudick Law Group believes New York missed valuable opportunities as it has not established rules for cannabis lounges, temporary event permits, or similar activations.
She added that the World Cup demonstrated that successful international events require regulations capable of supporting both businesses and responsible consumer access, even as marijuana advertising remains largely absent from tournament broadcasts.
It remains to be seen whether in the long term, the broader marijuana industry, including ancillary entities like Innovative Industrial Properties Inc. (NYSE: IIPR), will derive lasting benefits from this global event hosted in North America.
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