As Kansas City prepares to welcome visitors from around the world during the summer’s international soccer tournament, much of the conversation has centered on tourism, hospitality, transportation, and economic impact.

But another story is unfolding alongside the matches: how Missouri’s legal cannabis market is preparing to serve an influx of international and out-of-state consumers.

More than 650,000 visitors are expected to visit Kansas City during the World Cup, creating a rare opportunity for Missouri dispensaries and brands to introduce new consumers to the state’s adult-use cannabis market.

For some visitors, the tournament may mark their first legal cannabis purchase in Missouri.

For others, it may be their first legal cannabis purchase anywhere.

That makes the World Cup more than a sports and tourism event for Missouri cannabis businesses. It is a moment for consumer education, brand activation, product discovery, and hospitality.

Adults 21 and older may purchase marijuana from licensed Missouri dispensaries with a valid government-issued photo ID. Missouri law does not require adult-use consumers to be state residents, meaning out-of-state and international visitors may shop at licensed dispensaries if they can verify they are 21 or older.

Consumers may purchase up to 3 ounces of marijuana, or its equivalent, in a single transaction and may possess up to 3 ounces at a time.

But the rules still matter.

Cannabis products must be purchased from licensed Missouri dispensaries. Public consumption is not broadly allowed, and consumers cannot drive under the influence. Cannabis also remains illegal under federal law, meaning visitors should not cross state lines with marijuana products.

That distinction is especially important in Kansas City, where visitors may move between Missouri and Kansas throughout their trip. Missouri allows adult-use cannabis sales. Kansas does not.

For local operators, that creates an education opportunity as much as a sales opportunity.

It also comes at a strong moment for Missouri’s cannabis market.

Missouri marijuana sales reached $135.07 million in May, setting a new monthly record for total sales and marking the state’s strongest sales month on a daily average basis. The May total included $124.24 million in adult-use marijuana sales and $10.83 million in medical marijuana sales.

The timing puts one of the largest global sporting events in the middle of one of Missouri’s strongest periods for legal cannabis sales.

As visitors arrive, cannabis is becoming part of the broader tourism and hospitality conversation around major global events.

In Missouri, that is already showing up through events, product launches, retail activations, and brand campaigns tied to the World Cup.

In Missouri, cannabis companies are already turning the World Cup into a platform for events, limited-edition products, retail campaigns, and visitor-focused education.

NatureMed and Franklin’s are among the companies creating the most direct connection between the tournament and cannabis hospitality.

The two companies are hosting the Toke Around the World Cup Watch Party on Saturday, June 20, at 2000 Vine in Kansas City. The event will feature a live outdoor screening of the Ecuador vs. Curaçao match in a 21 and older consumption-friendly environment.

The watch party will include a large outdoor viewing area, yard games, a BYO-chair section, infused beverages, food available for purchase from local vendors, and opportunities to connect with Missouri cannabis brands.

“The NatureMed team is excited to welcome World Cup fans from across the world. We are expecting increased traffic from visitors who may be having their first experience with recreational cannabis,” said Myles Mayfield, marketing director at NatureMed. “Our focus is on providing education, answering questions, and helping people feel comfortable throughout the process.”

Mayfield said the event aligns with NatureMed’s broader mission to be a resource for cannabis education.

“NatureMed’s mission is to be the source of all things cannabis, and we’re eager to share that knowledge with those visiting for the World Cup,” Mayfield said. “From a business perspective, we anticipate an increase in first-time guests and out-of-market visitors as Kansas City welcomes a global audience. Events of this scale create a unique opportunity to introduce new consumers to the legal cannabis market while showcasing the customer experience and product education that set Missouri’s industry apart.”

Participating cannabis brands include Teal, Dialed In, Farmer G, Robust, and Proper, making the event part watch party, part brand showcase, and part consumer education opportunity.

Franklin’s is also appearing alongside Farmer G in a separate World Cup watch party listing at The Tree Room KC, further showing how Missouri brands are using the tournament to build community-facing events around match days.

SWADE is leaning into the tournament as well, hosting SWADE’s World Cup Quarterfinal Watch Party on Saturday, July 11, at The Tree Room in downtown Kansas City.

The watch party is free to attend, with reservations encouraged.

The SWADE event is also expected to be featured in High Times’ “Kicking Back” series, hosted by former professional soccer player and “Survivor” winner Ethan Zohn, which is following the World Cup through the lens of cannabis, sports, and culture.

Dialed In is using the World Cup to connect product, content, and fan engagement.

The brand, known for rosin gummies, released World Cup-inspired “Golazo” gummies in Missouri and Massachusetts. In Missouri, the limited-edition release includes high-dose hybrid full-spectrum rosin gummies, with 10 gummies per package, 30mg THC per piece, and 300mg THC per package.

“The World Cup is about passion, community and celebrating unforgettable moments with the people around you,” said Max Vansluys, president of Dialed In Gummies. “That spirit aligns perfectly with what Dialed In aims to create as a brand. With these limited-edition launches, we wanted to share products and experiences with fans that feel social, exciting and connected to the energy surrounding the tournament.”

   

The Dialed In campaign also includes limited-edition merchandise, social-first content, and local activations.

“The World Cup creates moments people want to experience together,” Vansluys said. “That’s what these releases are built around.”

Curio Wellness is taking a more familiar game-day approach with limited-edition Cotton Candy Chews, a 40mg THC product positioned around World Cup festivities and summer sports celebrations.

The product reimagines a classic stadium treat in an infused format, giving consumers a recognizable, approachable entry point into the edible category.

Mfused is taking on the World Cup through its Super Fog brand.

Just months after entering the Missouri market through its partnership with Curio Wellness, Mfused is promoting its Super Fog lineup, including vapes and infused pre-rolls, through FC Super Fog, a limited-edition product collection and campaign created with Seattle-based muralist and designer Shogo Ota. Ota is the official artist behind Seattle’s FIFA World Cup 2026 poster.

Nuthera is also using the World Cup as a creative product platform. The company launched the Nuthera Cup, an exclusive, limited-run collection of four 0.5g LRO infused pre-rolls inspired by teams base-camping in the Kansas City area. The lineup includes The Toking Dutchman, Puffingham Palace, The Flea’s Choice, and Casbah Kush.

The campaign invites consumers to try the collection and vote on their favorite, turning the product launch into a fan-driven competition. Nuthera is framing the release around the tagline, “Global pride. Local smoke. One champion.”

Shangri-La Missouri is also tying retail activity to the tournament, promoting World Cup-related traffic around its Missouri dispensaries and a soccer-themed scoring promotion tied to a chance to win World Cup tickets.

Together, these campaigns show how Missouri’s cannabis industry is approaching the World Cup from several angles.

Some companies are building social engagements around match viewing and cannabis consumption, some are launching limited-edition edibles, vapes, infused pre-rolls, and branded merchandise.

Others are using retail campaigns, giveaways, and in-store education to connect with visitors who may be unfamiliar with Missouri’s legal cannabis market.

That activity matters because many World Cup visitors may arrive with different assumptions about cannabis depending on where they live. Some may come from countries where cannabis remains illegal. Others may come from legal markets with different regulations, product formats, or consumption rules.

What to know

For first-time consumers, the questions are often basic but important.

What can I buy? Any marijuana product in a Missouri dispensary may be purchased by medical patients or adult use consumers.

How much is one serving? Dosage guidelines are readily available on each package, but it’s safe and encouraged to ask a budtender. Some single-serving gummies and edibles that are high-dose are even scored to be consumed in sections.

How long does an edible take to work? That answer varies from individual to individual, but a general rule is to wait an hour or two before taking more. Low and slow is the way to go.

Can I consume this in public? Inside the city of Kansas City, generally speaking, some consumption is legal. Vapes, edibles, etc., are frequently used and allowed. Smoking cannabis presents issues and can be reported as a nuissance. But public consumption is illegal in the state of Missouri and completely illegal in Kansas. Make sure you’re aware of your surroundings and location.

Can I take it back to my hotel? If your hotel is in KCMO, yes. KCK? No.

Can I bring it home? If you live in Missouri, absolutely. If you’re traveling across state lines or international borders, that’s not a good idea.

Those questions are not just compliance concerns. They are part of the customer experience.

For Missouri operators, the tournament is not just an opportunity to sell products.

It is a chance to introduce out-of-market consumers to Missouri cannabis, showcase local brands, and position licensed dispensaries as part of Kansas City’s broader hospitality landscape.

That places budtenders, brand representatives, event teams, and retail operators in a unique position.

They become the ambassadors of legal cannabis consumption to the rest of the world.

The World Cup is expected to drive traffic across hotels, restaurants, bars, entertainment venues, transportation systems, and retail businesses throughout Kansas City. Cannabis businesses are now part of that same broader hospitality conversation.

For a market that launched adult-use sales in 2023 and has grown into one of the strongest cannabis markets in the country, the tournament offers a rare chance to showcase Missouri cannabis to a global audience.

The matches will last only weeks.

The impression left on visitors could last much longer.