Short answer: in most cases, no—at least not yet. While the NCAA’s 2021 interim name, image and likeness (NIL) policy opened the door for college athletes to monetize their brands, it also defers to state law and school policy. That means whether a student-athlete can endorse a cannabis company depends on where they play and what their institution allows.

First, understand the NCAA’s lane. The association now permits NIL activity consistent with applicable state law and institutional rules. Separately, in 2024 the NCAA Division I Council removed cannabinoids from its championship/postseason drug-testing program—an athlete health/testing decision, not a green light for cannabis sponsorships. Schools may still test on their own and set category bans.

State statutes are the big gatekeeper. A number of states with legalized marijuana still prohibit college athletes from endorsing cannabis. Illinois’ Student-Athlete Endorsement Rights Act is explicit: no NIL deals promoting “controlled substances, cannabis,” among other vice categories. Violating that bar could jeopardize eligibility or violate school policy even though adult use is legal in the state.

Even where state law is silent, schools often fill the gap. San Diego State’s published NIL guidance lists “marijuana” among prohibited categories for athlete endorsements. UMass Lowell similarly bans NIL deals involving “CBD products or marijuana dispensaries.” Many university policies also forbid arrangements that conflict with institutional sponsors—another common roadblock.

Why so many red lights? Two forces loom large. First, the NCAA’s NIL policy is intentionally hands-off and pushes compliance to states and campuses, creating a patchwork framework—so universities default to conservative, brand-safety rules. Second, cannabis remains illegal at the federal level; while rescheduling from Schedule I to Schedule III has been proposed and remains under review, rescheduling wouldn’t legalize adult use nationwide. That unresolved federal status keeps many colleges wary.

So can an athlete partner with a hemp-derived CBD brand instead? Proceed with caution. Some institutional policies lump “CBD/cannabinoids” into prohibited categories, regardless of 2018 Farm Bill distinctions, and athletes still must disclose deals for review. Always read the local rulebook.

Practical checklist for athletes and brands

1. Start with state law: Does your state’s NIL statute expressly bar cannabis/cannabinoid endorsements (as in Illinois)? If yes, that’s determinative.
2. Then check campus policy: Many athletic departments publish prohibited NIL categories and conflict rules; these may be stricter than state law.
3. Document disclosure and approvals: The NCAA requires deals to align with state and institutional requirements; many states and schools require pre-clearance or disclosure.
4. Watch federal movement—but don’t assume: Even if marijuana is rescheduled, that won’t automatically make cannabis endorsements permissible under state or school rules.

Bottom line: NIL made athlete marketing possible, but cannabis remains a highly restricted category for college players. Unless you’re in a jurisdiction and at a school that explicitly permits it (still uncommon), cannabis sponsorships are likely off-limits—and CBD may be, too. The safest play is to consult your school’s compliance office and state law before approaching any cannabis-adjacent offer.