United Center Becomes First Major US Arena to Sell THC Beverages
In a first for the live events industry, Chicago’s United Center—the largest entertainment arena in the United States—has teamed up with cannabis beverage brands Señorita and RYTHM to offer THC drinks at concerts and special events for guests 21 and older. Beginning in early February, attendees will be able to purchase a variety of THC-infused beverages throughout the venue, marking a notable shift toward alternative, non-alcoholic experiences at major entertainment spaces.
Historic Partnership: THC Beverages Arrive at Chicago’s United Center
In a landmark move for the mainstreaming of cannabis culture, Chicago’s United Center has officially become the first major American arena to integrate hemp-derived THC beverages into its concessions. The multi-year partnership between the venue and Rythm Inc.—the parent company of the popular Señorita brand—marks a seismic shift in how live entertainment and professional sports interact with the cannabis industry.
Known as the home of the Chicago Bulls and Chicago Blackhawks, the United Center is one of the largest live entertainment venues in the United States. Through this deal, fans attending concerts and sporting events can now purchase Señorita’s line of hemp-derived THC margaritas at multiple dedicated locations throughout the arena.
The partnership focuses on Señorita, a beverage containing 5mg of hemp-derived Delta-9 THC per serving. Because the product is derived from hemp and contains less than 0.3% THC by dry weight, it remains compliant with the 2018 Farm Bill, allowing it to be sold in mainstream retail and hospitality environments where traditional “marijuana” products are often barred.
A New Era for Arena Concessions
The partnership reflects growing demand for non-alcoholic alternatives at major venues.
Ben Kovler, Founder and CEO of Green Thumb Industries (GTI)—which manufactures and distributes the Rythm and Señorita brands—highlighted the cultural significance of the move: “This partnership is a major milestone for the city of Chicago, and we are proud to partner with the United Center to offer Illinois’ leading THC beverages.
“Bringing Señorita and RYTHM to the United Center reflects a simple truth: consumers want non-alcoholic options, and leading venues are responding,” Kovler added. “The United Center is one of the world’s premier venues and continues to set the standard for live entertainment with the introduction of these modern, responsible options.”
Safety and Responsible Service
While the United Center is breaking new ground, safety remains the priority. The THC beverages are strictly for guests 21 and older, and the venue has implemented specialized “Señorita mobile bars” to ensure rigorous ID checks. This follows a growing trend in the sports world, following smaller-scale trials like the Portland Pickles (the first sports team to sell THC drinks) and partnerships with the Brooklyn Nets.
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