Chicago’s United Center Inks Deal with RYTHM Inc to Sell Hemp-Derived THC Beverages

CHICAGO – The United Center, the largest indoor entertainment arena in the United States and home to the Chicago Bulls and Blackhawks, has agreed to a multiyear partnership with Chicago-based RYTHM Inc. to sell hemp-derived THC drinks, a move that positions it as the first major U.S. sports and entertainment venue to offer such products to adults.

Starting February 4, the arena will stock Señorita and RYTHM beverages at concession stands during concerts and special events, including the opening show featuring Boyz II Men, New Edition, Toni Braxton, Rascal Flatts, Lauren Alaina, and Chris Lane. The drinks, each containing 5 milligrams of THC derived from hemp, target fans over 21 looking for alternatives to alcohol.

This arrangement follows a narrow exemption in Chicago’s recent ordinance restricting hemp-derived THC sales. City lawmakers approved a ban on most such products but preserved allowances for beverages sold at licensed outlets, a concession that cleared the measure for passage. The United Center, which draws over 2 million visitors annually for games and performances, falls under this carve-out, enabling the deal without legal hurdles.

Executives from the venue and brands framed the collaboration as a response to shifting consumer preferences. “Guests increasingly seek diverse, low-alcohol or non-alcoholic choices that fit the event experience,” said a United Center spokesperson in a statement announcing the partnership. Data from beverage industry trackers supports this: Non-alcoholic drink sales rose 26% in U.S. stadiums last year, with Cannabis-infused options gaining traction in states like Illinois where recreational Cannabis has been legal since 2019.

This deal underscores a calculated expansion for hemp-derived products, which skirt stricter Cannabis regulations under the 2018 Farm Bill. Señorita and RYTHM, both backed by Agrify Corp. rebranded as RYTHM, Inc., already supply THC drinks to smaller Chicago spots like the Salt Shed music hall.

As Cannabis integration into mainstream settings accelerates, RYTHM Inc.’s major advance in Chicago offers a notable benchmark. It signals venues weighing revenue streams against regulatory exposure, with broader adoption likely in hemp-friendly markets. For now, the United Center’s step forward gauges whether subtle infusions can refresh the concession game without upending it.