“Elon Musk smokes a joint and people lose their marbles. But there is a TV show called ‘Drunk History’ where a bunch of people get blackout drunk and try and reenact historical things; and that’s on primetime television.”

– Weedmaps CEO Chris Beals

NBA icon Kevin Durant and his VC firm Thirty Five Ventures continue to bet on cannabis.

Having invested in a couple cannabis ventures in the past, the team is now going after a new challenge: a collaborative content partnership with tech platform Weedmaps, focused on combatting misconceptions around cannabis and its use in the sports world, as well as advocating for legalization.

The deal also includes a sponsorship agreement with Durant’s sports media network, Boardroom, a dedicated section on the Weedmaps site, and ongoing integrations with the outlet and its Out of Office podcast. The companies will initially collaborate on the production of an original content series, tentatively slated for debut in 2022.

According to Durant, the discussion about their next move in the cannabis space had been going on with Rich Kleiman, his partner at Thirty Five Ventures, for months. [Read More @ Forbes]