Alternaleaf has entered into a high-profile sponsorship agreement with the Dolphins National Rugby League club, a deal that will place the brand on players' jerseys and in front of capacity crowds at Queensland stadiums.
The clinic's name will appear near the collar of the team's shirts, while the Alternaleaf logo will be displayed prominently during Dolphins matches at Suncorp Stadium in Brisbane and Kayo Stadium in Redcliffe.
The arrangement will put the Montu-owned brand in front of millions of television viewers every week.
Alternaleaf and the NRL club have jointly described the partnership as "groundbreaking" and one that "solidifies their commitment to community health and wellbeing".
The two parties said in a joint statement that it would also work to reduce stigma and "foster a more informed and educated community around the one million-plus Aussies who rely on these medications".
The deal is nonetheless likely to surprise many in the medicinal cannabis sector, which has long operated under an advertising ban enforced by 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 would 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.
Beyond jersey branding, the sponsorship will extend to community initiatives and projects "aimed at enhancing the overall wellbeing of fans".
To celebrate the announcement, a competition to win a signed jersey has been launched, with details available on Alternaleaf's social media pages.
