BIG Partners With Medical Cannabis Company GreenMedical

Berlin International Gaming (BIG) has entered into a strategic partnership with the German medical cannabis company GreenMedical, marking the first collaboration of its kind between an esports organization and a medical cannabis provider in Europe. Facilitated by the marketing agency Freaks 4U Gaming, the deal focuses on the Counter-Strike 2 division of the organization. While financial terms remain undisclosed, the partnership aims to reframe the public perception of medical cannabis, positioning it as a legitimate, high-quality therapeutic option rather than a lifestyle product.

The collaboration leverages a digital-first approach, as GreenMedical provides patients with access to licensed doctors and prescription services to address gaps in the German healthcare system. Under the agreement, GreenMedical branding will be integrated into BIG’s Counter-Strike 2 team jerseys, social media channels, and collaborative content. Both parties intend to engage the esports community through activations and giveaways designed to reduce the stigma surrounding medical cannabis use.

This partnership arrives in the wake of Germany’s 2024 Medical Cannabis Act (MedCanG), which partially legalized the substance. The sector represents a significant emerging market, with reported revenues reaching approximately €450 million (roughly $524 million USD) in 2024. By aligning with a professional esports organization, GreenMedical seeks to reach a modern, digital-native audience while emphasizing the safety and legality of its patient-centered care model. This deal expands BIG’s existing commercial portfolio, which already includes diverse partners across hardware, IT services, and consumer goods.