Cookies is the most globally recognized cannabis company with innovative genetics, a collection of over 70 proprietary cannabis cultivars, and more than 2,000 products. In early 2023, Cookies sought a partner to help secure new partnerships in the sports and entertainment space. PSP stepped in, working diligently to guide the brand through expanding their sports portfolio with expert negotiation, RFP management, and strategic leadership. In the fall of 2024, Cookies announced a new partnership with USC Athletics, marking the first ever CBD sponsorship in college sports. The announcement echoed through both industries, with $4.6M in earned media value.