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Recently, Fox reporter Bob Pockrass has been dropping one bombshell after another on Twitter. He had earlier reported that 3CHI, NASCAR’s first hemp sponsor, has taken a step back from their partnership with RCR. As it happened, Kyle Busch showed up to a media session without the 3CHI logo on his gear. Just when this news had sent his fans to relive his struggles with M&M’s all over again, Pockrass came back and said the “door is still open,” suggesting that 3CHI could come back to the team. Now, there is a new twist to this developing story.
Adding fuel to this speculation, recent buzz suggests 3CHI might rejoin the Richard Childress Racing later in the year, meaning they’ve put their sponsorship of Kyle Busch on pause. But the question is, why? With the 2024 Cup season just about to go full tilt, why did 3CHI decide to take a pit stop in their partnership?
In the latest turn of events, Adam Stern from Sports Business Journal has shed some light on 3CHI’s sudden decision. He tweeted, “.@3ChiCanna is hoping to be back with @RCRracing later this year amid changes in the Delta-8/THC industry, and ‘Kyle Kush’ products are set to remain on sale in the interim.
It’s been a short but eventful ride since 3CHI joined forces with RCR to sponsor the No. 8 car. Remember, it was Tyler Reddick behind the wheel before he jumped ship 23XI Racing, and then in 2023, it was all about Kyle Busch. Their partnership had its grand debut at the DAYTONA 500 last year, complete with a flashy new 3CHI paint scheme.
But this year, a few unexpected things, including new government regulations, most likely have led 3CHI to pull back from sponsoring Busch’s races. Well, the exact details of what’s cooking behind the scenes haven’t been dished out yet. But, it sure sounds like there’s more to the story, and we can’t help but speculate what’s next in this sponsorship saga.
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Diving deep into 3CHI’s sponsorship hiatus
The backdrop to 3CHI’s recent step back from NASCAR sponsorship is a bit of a legal labyrinth. In October 2023, a storm started brewing in the cannabis industry. Companies tied to the San Diego marijuana retail brand sued ten of their rivals. At the heart of this legal scuffle is the allegation that “hemp retailers are selling edibles, vape cartridges and other products that contain more THC than what’s allowed at state-licensed cannabis stores,” as reported by Marijuana Business Daily.
