Chicago’s United Center First Major U.S. Arena to Sell THC-Infused Drinks

Chicago’s United Center, the 20,000+ capacity home of the NBA Bulls and NHL Black Hawks, has signed a multi-year partnership with the city’s RYTHM Inc. to offer its THC-infused Señorita drinks for all upcoming concerts and non-sporting entertainment events. The United Center will become the first major arena in the U.S. to offer these beverages for attendees 21 and over.

The NBA and NHL do not allow THC-infused drinks according to the two leagues.

The historic partnership will launch at the beginning of February with special giveaways and non-infused samples at two shows, including the “New Edition Way” tour with New Edition, Boyz II Men and Toni Braxton (Feb. 4), and the “Life is a Highway” tour with Rascal Flatts, Lauren Alaina and Chris Lane (Feb. 6).

The venue’s COO Joe Myhra expressed excitement at the collaboration. “As we continue to evolve offerings for our guests, RYTHM’s Chicago roots made its beverage line a natural fit for the United Center experience.”

United Center was the 28th highest grossing arena on Pollstar’s 2025 Year-End Worldwide Arena sChart grossing $74.2 million and selling 548K tickets, according to Pollstar Boxoffice reports.

The drinks will be available at multiple points of sale throughout the venue, including grab-and-go stations, bars and a dedicated Señorita mobile branded bar. The initial beverage offerings will include four 5 mg hemp-derived THC options in three flavors, including Lime Jalapeño Margarita, Mango Margarit, and Grapefruit Paloma, served in 16 oz. cans with pricing “consistent with other premium spirit prices at the United Center,” according to RHTHM CEO and Interim Chairman Ben Kovler. The fourth selection will be the company’s Sativa beverage, pairing mandarin orange with natural caffeine.

Kovler told Pollstar that liquor companies have not offered any resistance to the introduction of cannabis drinks.

“The reality is consumers want more options,” he said. “THC beverages are not trying to replace alcohol. They are just another option, one that is hangover-free.”

Adult use cannabis is legal in Illinois as are hemp-derived THC beverages under current state law. “This partnership was built to operate squarely within Illinois rules as they exist right now,” added Kovler. “THC beverages can be sold alongside alcohol, just like any other non-alcoholic option.  What matters is age restrictions, clear labeling and responsible service, all of which are in place here.”

Independent music venues around the country have cited the decreased consumption of alcohol as one of the major obstacles facing the live entertainment industry, with the recent National Independent Venue Association (NIVA) survey showing alcohol costs – which represent 25% of a typical club’s income – up almost 50% year over year. The introduction of THC-infused beverages could help stem losses offering an alternative revenue source for live events.

Like the dedicated Grass Lands area which launched in 2018 at Outside Lands in San Francisco, THC offerings at live events is a growing possibility as the market contines to mature, according to Kovler.

“While this partnership is focused on beverages, it also reflects a broader shift that shows venues are paying attention to what their guests want from a night out,” he explained. “We are always encouraged when partners listen to consumers and explore new ways to improve the live event experience. Time will tell where things go from here, but one thing is certain. Americans want THC options, and we are excited to keep those conversations going.”

The 5 mg cans will provide a nice buzz, though nothing that threatens someone’s safety, with plenty of precautions, according to Kovler.

“Each can is clearly labeled and precisely dosed, so there’s no guessing,” he said, though the amount an individual consumes can be based on any number of factors, including physical size and experience. “We encourage people to start low, take their time, and enjoy responsibly.”

The introduction of RYTHM’s THC-infused Señorita beverages at United Center is “a major milestone for the city of Chicago,” concluded Kovler. “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.”