Editor's Spotlight: Startup Focus

CBD startup partners athlete organisation 4CAST

By Nikki Hancocks contact

- Last updated on GMT

CBD startup partners athlete organisation 4CAST

Related tags: startups, Cbd

London-based CBD drinks startup ThreeDots has announced a partnership with the athlete led media organisation 4CAST to see its products enter international markets.

The ThreeDots​ company, founded in 2019, sells a three-strong line of adaptogenic drinks - Blueberry Hibiscus, Grapefruit Basil, and Peach Rooibos -  containing 15mg of CBD as well as ashwagandha, ginseng, lemon balm, natural flavourings and zero added sugar.

4CAST​ is an athlete-led gaming brand founded earlier this year by England cricketers Stuart Broad, Ben Stokes and Jofra Archer which has already built a following of 11.5million on social media.

The founding trio say they first encountered CBD when COVID restrictions led them into e-sports gaming as a way to keep busy and stay in contact with each other during lockdown. 

They says they discovered the ThreeDots drinks as a healthy and enjoyable way to unwind from the stresses of lockdown and reap the performance benefits of functional ingredients which helped them to focus during gaming and aid relaxation after playing.

Stokes said: "All of us here at 4CAST are very excited to be working alongside the team at ThreeDots. The vision they have with the product is certainly something we are very happy to put our company's name alongside. Not only do we understand the positive effect CBD has on us as athletes but also in our day-to-day lives."

4CAST - which also partners RedBull, Adidas, Predator, Activision, and Twitch - actively invests in early stage businesses via The 4CAST Fund. It will take on an active role as co-owners of ThreeDots, driving the product line forwards to new customers and international markets.

Co-founder of 4CAST Mike Turns says: "Having personally experienced the benefits of CBD after gaming sessions and finding myself more relaxed in general, I've made ThreeDots a part of my daily routine. I have really noticed the impact on my everyday life and I'm very excited to take these products to a wider audience together with Ben, Jofra and Stuart."

Sean McLintock, Founder of ThreeDots, says ThreeDots' sales have grown following a recent boom in the CBD market as consumers seek out natural remedies to combat growing anxiety during the pandemic, with CBD drinks emerging as a functional alternative to alcohol.

"I'm delighted to have the 4CAST team as partners, in particular; Stuart, Ben, Jofra and Mike," ​said McLintock. "They have shared our belief and commitment as a company to promoting healthy alternatives and raising mental health awareness.

"Their continued support and expertise will help us promote ThreeDots to a wider audience as well as showcase CBD as a natural lifestyle product for professionals in all walks of life."

Accessible entertainment for gaming fans

4CAST is the first multi-directional gaming brand founded and supported by a syndicate of world-class athletes. The team has spent the last year developing a robust brand and business infrastructure which is now positioned to drive income from multiple 4CAST subsidiaries.

Its commercial model drives revenue from digital subscriptions (Twitch), brand sponsorship, merchandising, digital collectibles and its proprietary global event series. 

With a core social following totalling several millions of followers, and a rapidly growing live streaming presence, the brand's partners benefit from honest athlete endorsement and access to a loyal fanbase of culturally aware viewers.

Related topics: Markets and Trends

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