The announcement comes months after Drake’s partnership ended with Canadian cannabis producer Canopy Growth Corporation.
Bullrider says the rapper will play a role in advising and helping the brand develop its strategy for the North American market. The company didn’t disclose the size of his investment.
“I’ve always viewed 40 as the expert when it comes to cannabis so I’m very excited to invest, partner, and contribute to setting a new standard for a premium cannabis experience,” Drake says in a statement.
Bullrider takes its name from Afghani Bullrider, a high-mycrene cannabis strain engineered by master grower Jef Tek. 40, one of the co-founders of the OVO Sound label, credits the strain with helping him manage symptoms related to his journey with multiple sclerosis.
“My involvement with Bullrider stems from the urge to help consumers access high-grade strains with the same recreational therapeutic benefits that I’ve been able to enjoy,” 40 says. “It’s not just another cannabis brand, Bullrider has a deep reverence for quality cannabis and its medicinal properties which I’ve always been extremely passionate about.”
Drake first got involved in the Canadian cannabis market in 2019, when his More Life Growth Company partnered with the Toronto-based Canopy Growth Corporation. The two parted ways in June.
Bullrider is gearing up to open its flagship store in Brampton, Ontario later this month. It will operate via a farm-gate model, allowing consumers to purchase the brand’s cannabis straight from the spot where it’s grown.