Show Up & Spark Up. Thanks to Swade Cannabis, Soccer Just Got More Elevated.
This post was sponsored by Swade Cannabis
Kansas City is about to host one of the biggest sporting spectacles on the planet, and while the world obsesses over goals, face paint, and international bragging rights, one Missouri cannabis company is preparing to throw what may be the city’s delightfully elevated side party.
An Epic Watch Party, But Make It Green-Friendly
On July 11, Swade Cannabis will transform The Tree Room KC into a free, consumption-friendly international quarterfinal watch party where soccer fandom meets seriously good juju. Expect giant match energy, cannabis camaraderie, and a crowd ranging from die-hard devotees to people who simply enjoy yelling at televisions en masse.
“This beautiful game deserves the perfect setting,” says Brandon Cavanagh. “We wanted to find ways we could tie into this big moment for KC and for Kansas Citians and out of town visitors. This is our moment.”
For Cavanagh and the Swade squad, this is no slapped together marketing gimmick. Several team members are avid soccer fans, and Kansas City’s global soccer spotlight felt like the perfect excuse to create something memorable.
“We thought, what a great opportunity to host a traditional watch party, but give it a spin,” he says. “Or rather, a cannabis spin, make it a consumption event, invite a bunch of other brands out, and just have a really good time.”
A Cannabis Company Betting Big on Community
Swade is the retail arm of BeLeaf Medical, one of Missouri’s earliest cannabis operators. Today, the vertically integrated company operates 12 dispensaries statewide, including five in the Kansas City region, plus cultivation and manufacturing facilities.
Business, Cavanagh says, has been going well and they’re excited to be part of the Kansas City community, particularly after Swade acquired the 5 BesaMe Wellness locations throughout the metro area last year.
“We retained the vast majority of that staff, and wanted to really connect with the culture” he says. “A lot of them are in leadership positions throughout the company, and we continue to learn from each other daily”
Swade’s approach, he says, is intentionally community minded. Beyond selling cannabis, the company leans into partnerships, local activations, and experiences designed to make the industry feel approachable.
“We offer a very professional, clean environment, but also one that feels comfortable and not stuffy,” Cavanagh says. “Very laid back, relaxing, and soothing.”
That philosophy extends to Swade’s deli-style shopping experience, where flower is displayed in jars so customers can inspect strains before buying by the gram.
“It’s a way more customized shopping experience,” he says. “Customers can really engage with our products.”
Soccer, Strains, and a Little Group Stage Swagger
Naturally, Swade is not stopping at merely a watch party.
Beginning June 11, the company will launch limited-edition soccer-inspired cannabis products, including live resin disposable vape products called Corner Kick and Golden Goal, plus select flower strains wrapped in commemorative tournament packaging.
“I don’t expect either of those to be around super long,” Cavanagh says of the limited run.
Swade is also leaning into convenience, particularly for visitors unfamiliar with Missouri’s cannabis scene. The company offers same-day, discreet, free delivery from nearly all locations, a perk Cavanagh expects could come in handy once tournament traffic descends on the city.
“We anticipate the city is going to be slightly gridlocked at times,” he says, with admirable understatement.
The company is also doubling down on a longtime partnership with E-Z Pedicabs, rolling out themed cab wraps and transportation collaborations to help fans navigate downtown with a little less hassle and a little more swagger.
“It just felt like a really fun, natural collaboration,” Cavanagh says.
Expect Vibes, Not Frenzy
As for the July 11 gathering itself, expect something more communal than chaotic.
The Tree Room, a spacious, cannabis-friendly venue Swade has worked with before, will become equal parts soccer sanctuary and elevated hangout.
“It’s a really cool, unique space in the Crossroads,” Cavanagh says. “We’re looking forward to transforming that and making it a cannabis-friendly vibe and big game-vibe at the same time.”
Above all, Cavanagh expects mellow energy. (We see you, Netherlands!)
“The nice thing is there’s no alcohol, so it never gets rowdy or out of control,” he says. “It stays at an even pace. It’s a friendly, exciting environment.”
Kansas City is about to welcome the world. Swade wants to welcome you to Swade’s World and plans to greet everyone with soccer, snacks, and their ever-present brand of expressive hospitality.
