The Globe and Mail reports in its Saturday edition that Canopy Growth appears to have come up with a unique formula for putting underused cultivation assets to work: swap them for celebrity branding rights. The Globe's Mark Rendell writes that on Thursday, Canopy announced that it had given a 60-per-cent share of a cultivation operation in Toronto to hip-hop star Drake. The operation was once owned by Bedrocan, which Canopy acquired in 2015 for $64-million. Ahead of the deal with Drake, Bedrocan, now a wholly owned subsidiary of Canopy, was restructured and the cultivation licence for the facility in Scarborough was shifted over to a new entity called More Life Growth Co. Drake was then handed a 60-per-cent share of More Life. Canopy, in return, acquired the right to license a number of brands that Drake will develop for More Life. Always an innovative deal maker, Canopy's transaction appears to solve two problems: what to do with an underused asset, and how to get around restrictions on celebrity endorsements. While Canopy has done celebrity deals in the past -- with Snoop Dogg, Martha Stewart and Seth Rogen -- this one is structured differently, and could potentially avoid celebrity branding restrictions.