Green Rush: NFL Legend Joe Montana Invests in Cannabis Industry

In 2017, four-time Super Bowl winning quarterback and NFL Hall of Famer Joe Montana joined the Green Rush with an investment in the media outlet

Update: On Jan. 24, Montana annouced his financial involvement with the San Jose, CA dispensary and cultivation company, Caliva, via his own Liquid 2 Ventures company. The overall price tag, which includes several investors, is $75 million.

Cannabis, Montana says, "can provide relief to many people and can make a serious impact on opioid use or addiction."

About the Herb deal, CEO Matt Gray stated: "Joe knows that there are amazing benefits to cannabis. He's a proponent himself and really supports the movement. This was a great opportunity for him to tap into the space and invest in a world class team."

The Toronto-based company received $4.1 million in seed funding from Liquid 2 Ventures, Lerer Hippeau Ventures, Slow Ventures and Michael Lazerow.

In 2015, Herb purchased the domain for The Stoner's Cookbook and converted it to Thanks to the $4.1 million investment, they were able to open offices in New York and Los Angeles and expand their video production facilities.

Montana won his Super Bowls while playing with the 49ers in 1982, 1985, 1989 and 1990. He was the league's MVP in 1989 and 1990 as well. Inducted into the Pro Football Hall of Fame in 2000, Montana's considered one of the greatest NFL QBs of all time. He still lives in San Francisco.

Steve Bloom

Steve Bloom

Publisher of, former editor of High Times and Freedom Leaf and co-author of Pot Culture and Reefer Movie Madness.