Motorcycle racer Johnny Rock Page has signed a sponsorship deal with Hemp American Media Group - another sign that cannabis is increasingly becoming part of mainstream society.

"This deal conveys the public's improving perception and acceptance of marijuana," said Colby Ayres, co-founder and marketing director of Hemp American. "We are ecstatic that Johnny Rock Page and MotoAmerica are progressive in their views towards marijuana."

The marijuana sponsorship - the first of its kind for a motorcycle racer - is for Page's 2016 MotoAmerica Superbike season.

"Although I no longer use marijuana, I truly believe that it can help cancer patients and those who need it for other medicinal purposes," said Johnny Rock Page.

Page is one of a number of high-performance athletes that are aligning themselves with marijuana companies. Ayer says more and more athletes and teams are going to seize these sponsorship opportunities.

"In the near future I see professional sports teams and athletes getting sponsored regularly by marijuana-related companies as well as frequent product placements and endorsement deals in show business," said Ayres.

Page competes in the MotoAmerica's Superbike racing series - the IndyCar of motorcycle racing. He was the subject of a documentary profile that was an official feature selection at the 2015 Phoenix Film Festival. Here's the trailer for that film: