Israeli cannabis entrepreneur Yuval Soarev is teaming up with legendary boxer Mike Tyson to market medical cannabis Tyson 2.0 exclusively in Germany. Since April 1, 2024, cannabis has been removed from the list of prohibited drugs in Germany, and its use has become legal. Germany thus joins several states in the United States and becomes the largest European country to implement the legalization of the cannabis market.
Soiref’s Phcann company specializes in marketing and distributing medical cannabis brands for past and present sports stars. Tyson 2.0 products are already available in Germany, which is currently hosting the UEFA Euro 2024 tournament, which will be attended by millions of football fans from around the world, some of whom are cannabis users. The exclusive marketing agreement also includes the UK, meaning Soiref will produce and market Tyson 2.0 products across the UK, subject to UK regulatory requirements.
Yuval Soarev (33), co-founder of medical cannabis solutions group Phcann International, began his career in the cannabis market ten years ago, when he and his father Vadim Soarev acquired a significant stake in Canadian cannabis company MedReleaf. The two men were actually the first investors in the Canadian company, which was sold in 2018 to Canadian company Aurora for $2.5 billion, generating hundreds of millions of dollars for the Soarev family.
Today, Phcann International operates a factory in North Macedonia for the cultivation of medical cannabis, the largest in Europe, with an annual production capacity of 18 tons of cannabis. The company operates mainly in European countries including the United Kingdom as well as in Australia.
“It’s amazing to see Tyson 2.0 expanding across Europe,” said Tyson. “Our goal has always been to provide the best cannabis products to those who need them most. This launch in Germany is a major milestone in our mission to reach more consumers globally.”
This is the first time that an American cannabis brand has been marketed in Europe. In the past two months since the German market opened, there has been a very significant increase in prescriptions dispensed and the amount of cannabis sold. Any patient interested in purchasing cannabis from the Tyson manufacturer will be able to do so from the comfort of their home, through online purchasing platforms and receiving it via home delivery.
“Together with Mike Tyson and the Tyson 2.0 team, we are set to revolutionize access to medical cannabis in Germany,” said Swarev. “Our patients will benefit from unparalleled convenience and comfort by being able to get their prescriptions filled and access our high-quality products from the comfort of their homes through our partner telemedicine platforms and online pharmacies, ensuring they receive the best possible care.”
Tyson (58) is a former American boxer and medical cannabis patient himself. He was the undisputed world heavyweight champion and is still considered one of the greatest heavyweight boxers of all time. One of his successful businesses is Tyson 2.0, a medical cannabis brand that began marketing in 2021, with a commitment to providing customers with the highest quality cannabis products in every market it enters. In addition to medical cannabis, Tyson develops other products in the cannabis category and is active throughout the United States, in states where medical cannabis has been legalized) as well as in 16 countries outside the United States.
In April 2024, it was officially announced that Tyson would return to the boxing ring, after retiring 19 years ago. On November 15, Tyson will face Jake Paul in Arlington, Texas.
This article was published in Globes, Israeli Business News – en.globes.co.il – on July 10, 2024.
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