Introducing a new dietary supplement category to the game of baseball.

CBD had been a previously banned dietary supplement in professional sports. During the 2022 Postseason, Major League Baseball announced their partnership with Charlotte’s Wed CBD.

Charlotte’s Web CBD Networking KPI

• Introduce the CBD category throughout the game of baseball.
• Leverage personal connections within the game to open doors for CW.
• Establish relationships with key stakeholders and influencers within the game, i.e., Athletic Trainers, on-field uniform personnel, registered sports dietitians, front office staff, sports agents, media members, and MLB officials. 

Concept/Activation: Beginning at the 2022 MLB Winter Meetings in San Diego, I began using my vast network of contacts within the game to establish relationships for the brand throughout the game. Beginning with the Professional Baseball Athletic Trainers Society (PBATS), I hosted lunch during spring training in Phoenix, Tampa, and West Palm Beach to present an educational brief before dinner at The Capital Grille. I asked to meet with Arizona and Florida teams, delivering samples and educational materials to PBATS members.  

We followed up with shipments of samples when ReCreate was launched in July. I began contacting player agents during the Winter Meetings. I established relationships with the most prominent agencies in baseball and had player representatives reach out to me for samples during the season. I also met with registered sports dietitians on Zoom throughout the year and took one club on a personal tour of the CW facilities in Colorado during the season. I visited as many Athletic Trainers as possible during the season at the ballpark, delivering additional player samples whenever possible. I met with the commissioner’s office and the Players Union.  

I also used my relationships within the game to introduce many of the CW executives to critical figures in baseball.