Burna Boy Lands World Cup Anthem After Turning Down $5M Over Weed

The $5 Million Decision That Defined a Brand

Burna Boy walked away from a seven-figure payday three years ago because the promoter's no-smoking policy clashed with his public cannabis use. The 2023 incident, first reported by Nigerian entertainment outlet Pulse, involved a private corporate event in the Middle East where organizers demanded he abstain from smoking for the duration of his appearance. His management declined within hours, citing "non-negotiable lifestyle terms."

That refusal became industry lore. It also became a branding masterstroke. Within six months, Burna Boy launched Motherland Kush, a cannabis brand operating out of California and targeting the African diaspora. The line includes pre-rolls, flower, and edibles under packaging that features Burna Boy's likeness and Yoruba-inspired artwork. Nigeria still criminalizes cannabis possession with up to 25 years in prison under the National Drug Law Enforcement Agency Act, yet Burna Boy's brand operates openly in U.S. dispensaries and ships to Canada and select European markets.

"I'm not hiding who I am for a check," Burna Boy told Rolling Stone in a 2024 profile. "If you want me, you get all of me. That includes the smoke."

His refusal to compartmentalize cannabis use has become a defining feature of his public persona, separating him from peers who quietly consume but dodge the political baggage.

From "Last Last" to the World Cup Stage

FIFA announced Burna Boy as co-headliner for the 2026 World Cup opening ceremony on May 12, pairing him with Colombian pop icon Shakira for a performance expected to reach 1.5 billion viewers. The ceremony happens June 11 at MetLife Stadium in East Rutherford, New Jersey, one of 16 U.S. venues hosting matches in the expanded 48-team tournament co-hosted by the United States, Canada, and Mexico.

FIFA has historically favored politically neutral acts. Previous World Cup performers include Ricky Martin, Jennifer Lopez, and Pitbull—artists with mass appeal and minimal controversy. Burna Boy's catalog, by contrast, includes explicit cannabis references across multiple albums. His 2022 global hit "Last Last" features the hook "I need igbo and shayo," Nigerian slang for weed and alcohol. The song peaked at No. 44 on the Billboard Hot 100 and has 780 million Spotify streams as of May 2026.

FIFA's statement announcing the lineup made no mention of Burna Boy's cannabis brand or advocacy. A spokesperson for the organization told ESPN only that the selection "reflects the global and inclusive spirit of the tournament." Burna Boy's team hasn't disclosed whether any smoking restrictions will apply during rehearsals or the live event, though New Jersey permits adult-use cannabis and MetLife Stadium sits in a jurisdiction where possession is legal.

For full background on Burna Boy's cannabis journey, see the CannIntel topic hub on Burna Boy's cannabis advocacy.

What the Booking Signals for Cannabis Normalization

The World Cup slot represents the highest-profile international stage yet for an artist who's built a brand around cannabis in a market where it remains federally illegal in his home country and the U.S. host nation. Industry analysts see the FIFA booking as a bellwether for how mainstream entertainment is decoupling cannabis use from career risk, particularly for non-American artists operating across different regulatory frameworks.

"Burna Boy is threading a needle," said Akilah Mance, a Los Angeles-based music-industry consultant who's worked with cannabis-adjacent artists. "He's Nigerian, so he's not subject to U.S. federal employment law. He's based in Lagos and London, where his brand operates in legal markets abroad. And he's big enough that FIFA needs him more than he needs FIFA."

Mance noted that Burna Boy's 2024 album I Told Them... debuted at No. 2 on the Billboard 200, the highest chart position ever for a Nigerian artist, and that his summer 2025 tour sold out arenas across North America and Europe. He has leverage. That's the variable most artists don't have.

The World Cup performance will air live in over 200 countries, including Nigeria, where cannabis possession remains a criminal offense. Nigerian activists have pointed to the paradox: the country's most successful musical export in a generation is openly promoting a product that could land a Lagos resident in prison, yet the government has issued no public rebuke. The National Drug Law Enforcement Agency didn't respond to CannIntel's request for comment.

Burna Boy's next U.S. tour dates begin in July. His Motherland Kush brand is currently available in California, Nevada, and Massachusetts dispensaries, with a Canadian rollout planned for late 2026.