Chicago Bulls, Blackhawks Arena To Offer THC Beverages At Concerts And Select Events

Chicago’s premier entertainment venue United Center will soon offer THC beverages to its patrons through a multi-year partnership with Señorita and RYTHM, the Windy City-based brands announced on Tuesday. The new deal will make THC-infused beverages available at the venue’s concerts and some other live events to adults aged 21 and over.

“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,” Ben Kovler, RYTHM, Inc. chairman and interim CEO, said in a statement from the company. “Bringing Señorita and RYTHM to the United Center reflects a simple truth: consumers want non-alcoholic options, and leading venues are responding. 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.”

Deal Brings Fans an Alternative to Alcohol

United Center guests will be able to find Señorita and RYTHM hemp-derived THC drinks at two dozen locations throughout the arena, including every grab-and-go station, 16 bars and a dedicated Señorita mobile bar. The partnership with RYTHM, Inc., the parent company behind both beverage lines, reflects a shift in how fans experience modern drinking at a time when alcohol sales are waning.

The new partnership kicks off as United Center moves into one of its most high-profile entertainment seasons, featuring global tours, major comedy acts and some of Chicago’s most anticipated cultural moments. The drinks will not be available, however, at United Center games hosted by the Chicago Bulls or the Chicago Blackhawks, the city’s NBA and NHL franchises.

Señorita and RYTHM will mark the milestone launch in early February with special giveaways and non-infused samples at two major shows. The first is The New Edition Way Tour featuring New Edition, Boyz II Men and Toni Braxton on February 4. The second is the Life Is a Highway Tour with Rascal Flatts, Lauren Alaina and Chris Lane on February 6. The partnership will stay visible throughout the year through branded elements inside and outside the venue, along with continued flavor sampling and merch giveaways at select events.

Fans Have Their Choice of Four Hemp THC Beverages

RYTHM’s partnership with United Center launches with four selections containing 5 milligrams of hemp-derived THC per can. Señorita will roll out three flavor-forward staples, including Lime Jalapeño Margarita, Mango Margarita and Grapefruit Paloma, each crafted for a bright, refreshing profile and an easy, social lift. RYTHM will round out the lineup with its uplifting sativa beverage that blends mandarin orange and natural caffeine for a crisp, energizing boost suited for live events.

“We are excited to introduce Señorita and RYTHM to the United Center, bringing fans a new way to enjoy their live entertainment experience,” Joe Myhra, chief operating officer at United Center, said about the new partnership. “As we continue to evolve offerings alongside our guests, RYTHM, Inc.’s commitment to safety, leadership in the THC beverage space, and Chicago roots made Señorita and RYTHM a natural fit for the high standards synonymous with the United Center experience.”

Partnership Begins as Hemp Products Ban Looms

Only last week, the Chicago City Council voted to ban the sale of most hemp THC products, a step taken after the Illinois state legislature failed to adopt hemp regulations last year. The city’s prohibition includes an exception for THC beverages, however, clearing the way for RYTHM’s partnership with United Center.

RYTHM’s new partnership with the venue also comes on the heels of an upcoming ban on hemp THC products approved by Congress late last year. Despite the new prohibition on hemp products with more than 0.4 milligrams per container slated to begin in November, the company plans to forge ahead with the launch.

“Our partnership with the United Center is built on today’s regulatory framework, not assumptions about future change,” Kovler writes in a statement to IgniteIt. “As more consumers look for alternatives to alcohol, hemp-derived THC beverages offer a better way to enjoy live events without the hangover. Chicago’s hemp ordinance recognizes the importance of clear dosing, testing and common-sense guardrails that put adult consumers first.”

Photo by Fredrick Lee on Unsplash