In Germany, as in so many other countries, soccer transcends sport and is woven into the fabric that brings neighborhoods together, integrates diverse communities, and builds a sense of national identity. 1. FC Union Berlin is living proof of that.
Born in a working-class district, its community identity was strengthened through gestures that are now legendary. That same grassroots culture of collective care is once again resonating, this time in a perhaps unexpected field: medical cannabis.
Union has chosen avaay Medical as its new main sponsor, a Berlin-based company aiming to destigmatize cannabis and present it as a tool for community health. And in that connection, you can see the same drive: to take care of the people, some through soccer, others through medicine.
Just as Union Berlin has long set itself apart from the “system clubs,” accepting a cannabis sponsor today means challenging another kind of dominance: the taboo, reminding the public that the plant is also part of everyday life.
Gemeinsam für mehr Aufklärung und Verantwortung:
avaay Medical, Marke der 2018 in Berlin gegründeten Sanity Group und spezialisert auf den therapeutischen Einsatz von hochwertigen medizinischen Cannabisprodukten, ist ab sofort Top-Sponsor des 1. FC Union Berlin.
— 1. FC Union Berlin (@fcunion) August 27, 2025
Who is the Bundesliga’s new cannabis sponsor?
avaay Medical is part of Sanity Group, a German conglomerate founded in 2018 and dedicated to developing cannabinoid-based products. Its specialty is high-quality medical cannabis, designed for the treatment of chronic diseases and as an alternative or complement to conventional therapies.
Since its creation, the company set itself a clear objective: to destigmatize the use of cannabis as medicine, presenting it under professional supervision and backed by clinical evidence. That mission is also reflected in its alliance with Union Berlin, using soccer’s visibility to open debates, generate reliable information, and secure its …
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Author: Camila Berriex / High Times
