Preparing for its upcoming IPO, cannabis platform Weedmaps enlists Jimmy Kimmel's Wheelhouse Labs to mainstream marijuana in everyday life

Weedmaps, a leading cannabis technology company, has announced a new partnership with Wheelhouse Labs, an agency specializing in entertainment marketing. The news was revealed on Wednesday.

The partnership aims to embed the Weedmaps brand further into popular culture, combat stereotypes of cannabis fans in the media landscape, and ultimately, to elevate the Weedmaps brand. This is not the first time Weedmaps has partnered with an entertainment marketing agency, although it is not specified whether this is the first time they have partnered with Wheelhouse Labs.

Senior leaders at Weedmaps were involved in the selection process for the entertainment marketing agency. After issuing a request for proposals last year, Weedmaps met with approximately a dozen agencies before making their decision. The combined valuation of the companies after the merger is estimated to be $1.5 billion, although it is not clear how this partnership fits into those plans.

Wheelhouse Labs, known for their work in the entertainment industry, will be responsible for creating and executing marketing strategies to achieve these goals. However, it is not yet clear what specific strategies they will employ.

Weedmaps has been producing original content in-house and has recently been involved in several well-attended virtual events. The alliance comes before Weedmaps' expected merger with Silver Spike Acquisition Corp. The partnership between Weedmaps and Wheelhouse Labs has not been disclosed to have a specific start date or end date.

The appointment also aims to combat stereotypes of cannabis fans in the media landscape and to embed the Weedmaps brand further into popular culture. The search results do not provide the name of the management or company leadership of Wheelhouse Labs, leaving some aspects of the partnership shrouded in mystery. Nonetheless, the partnership between Weedmaps and Wheelhouse Labs marks an exciting new chapter for both companies.