Alternaleaf has signed a high-profile sponsorship deal with the Dolphins National Rugby League side in a move that will see the brand appear on players’ shirts and at packed-out stadiums in Queensland.

The clinic’s name will be emblazoned near the top of the jerseys while the Alternaleaf logo will feature prominently at Dolphins games at Brisbane’s Suncorp Stadium and Kayo Stadium in Redcliffe.

Building awareness: Montu vice president Rhys Staley, right, with Dolphins CEO Terry Reader

It will expose the Montu-owned brand to millions of TV viewers each week.

Alternaleaf and the NRL club described the partnership as “groundbreaking” and one that “solidifies their commitment to community health and wellbeing”.

It will also reduce stigma and “foster a more informed and educated community around the one million-plus Aussies who rely on these medications”, they said in a joint statement.

But it is likely to astound the medicinal cannabis industry which has long faced an advertising ban from the Therapeutic Goods Administration (TGA).

“This strategic alliance – the first of its kind in Australia for the plant medicine industry – is set to redefine the landscape of sports partnerships, with a shared vision of promoting health, wellness and community development,” the statement said.

Montu vice president Rhys Staley said the Dolphins partnership will support both mental and physical health.

“The Dolphins embody innovation and forward thinking at every level of the game – values we also champion as a business,” he said.

“The doctors and nurses at Alternaleaf are dedicated to supporting patients’ health through accessible healthcare solutions, and so this partnership is a perfect fit.

“We are excited to be the official plant medicine partner of the Dolphins, throw our support behind the team and of course, see them in the finals this year.”

Dolphins chief executive Terry Reader said Alternaleaf has a “strong commitment to health and wellbeing”.

“We welcome Alternaleaf to the Dolphins’ sponsorship family and look forward to working with them to assist to continue to grow their brand in the Australian health landscape,” he said.

The sponsorship will extend to community initiatives and projects “aimed at enhancing the overall wellbeing of fans”.

To mark the sponsorship, a competition to win a signed shirt has been launched with details available on Alternaleaf’s social media pages.

Cannabiz will provide more coverage of the sponsorship deal over the coming days.

Steve has reported for a number of consumer and B2B titles over a journalism career spanning more than three decades. He is a regulator contributor to health journal, The Medical Republic, writing on...

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