LOUISVILLE, Ky. (WDRB) -- Louisville-based Cornbread Hemp announced Friday it entered into a sponsorship deal with the University of Louisville in a first-of-its-kind showcase for THC drinks in Division I college sports.

The company, which makes and markets cannabis-infused seltzers permitted under federal law, said the "landmark collaboration marks a cultural shift that brings THC beverages out of the margins and into the mainstream of American sports culture."

Terms of the deal weren't disclosed in a news release. The U of L athletics department didn't immediately comment.

The sponsorship will allow for on-premise advertising at football, basketball and volleyball games, but sales aren't permitted at arenas and stadiums under current Kentucky law, Cornbread Hemp co-founder Jim Higdon

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