Largest Entertainment Arena In US Partners With Cannabis Businesses To Sell THC Drinks At Concerts And Sports Games

The largest entertainment arena in the U.S. is entering into a historic partnership with two cannabis drink brands, with plans to provide adult guests with a selection of hemp-derived THC beverages to enjoy.

The brands—Señorita and RYTHM—announced the years-long partnership with the United Center in Chicago on Tuesday. Adults 21 and older will have the change to enjoy a variety of THC drinks for live events at the arena, which is home to the Chicago Blackhawks and Chicago Bulls.

Señorita’s product lineup will include three different flavors of its 5mg hemp-derived THC beverages: Lime Jalapeño Margarita, Mango Margarita and Grapefruit Paloma. RYTHM, for its part, will sell its caffeinated mandarin orange THC drink.

Both Señorita and RYTHM were acquired by the cannabis company Agrify as part of a wide-ranging agreement last year. Agrify, which changed its name to RYTHM, concurrently agreed to license its portfolio of brands to the multi-state cannabis operator Green Thumb Industries (GTI) for manufacturing and distribution.

“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, chairman and interim CEO of RYTHM, said in a press release.

“Bringing Señorita and RYTHM to the United Center reflects a simple truth: consumers want non-alcoholic options, and leading venues are responding,” Kovler, who is also chairman and CEO of GTI, said. “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.”

The partnership will kick off on February 4 at a concert featuring New Edition, Boyz II Men and Toni Braxton on February 4.

Joe Myhra, COO of the United Center, said the facility’s leaders are “excited to introduce Señorita and RYTHM to the arena, bringing fans a new way to enjoy their live entertainment experience.”

“As we continue to evolve our offerings for our guests, RYTHM’s Chicago roots made its THC beverages a natural fit for the United Center experience,” he said.

This is one of the latest in a series of business partnerships connecting the hemp industry to key cultural event spaces and organizations.

For example, at the beginning of 2024, the Brooklyn Nets and New York Liberty entered into partnerships with a CBD beverage company—the first teams in the NBA and WNBA, respectively, to forge deals with the cannabis industry.

The New York-based clubs partnered with Mynd Drinks, a hemp-based CBD sparkling beverage company that also made history in 2023 when it became an official partner of the Major League Baseball (MLB) team the Chicago Cubs.

A top veterans organization last year entered a first-of-its-kind partnership with a hemp THC beverage company, with a licensing branding deal that will support a variety of veterans services and promote cannabis drinks as a potential alcohol alternative.

A survey released last year found that majority of sports fans across multiple leagues—from NFL to pro tennis and NBA to NASCAR—say it’s acceptable for cannabis companies to sponsor teams.

Meanwhile, last year, the airline Virgin Atlantic denied claims that it was partnering with a cannabis beverage company that went out of its way to convince followers a deal has been reached to provide its THC-infused sodas to adult travelers on select U.S. flights.