Chicago’s United Center is venturing into new territory for live events, becoming the first major U.S. venue to offer cannabis beverages in its concessions.
The arena — home to the NBA’s Chicago Bulls and the NHL’s Chicago Blackhawks — announced Tuesday a multi-year partnership with Rythm, a hemp-derived THC beverage company that makes Rythm and Señorita brand drinks, to sell the cans at concerts and live events.
Drinks will be available to adults 21 and older and sold alongside alcohol and soft drinks.
“We’re seeing consumers choose this in liquor stores, in foodservice venues, in restaurants, and so this is a time where consumers are looking for alternatives,” said Ben Kovler, CEO of Green thumb industrieswhich holds a stake in Rythm.
“We know consumers want them,” Kovler said. “They don’t believe in hangovers, they want the alternative.”
Consumer interest in hemp-derived THC products has continued to increase in recent years. According to a study conducted by consumer researcher Brightfield Group and cited by Bernstein, 14% of U.S. adults reported consuming some type of hemp-derived THC product in the first quarter of 2025, up from just 8% a year earlier.
“As we continue to evolve our offerings for our guests, RYTHM’s roots in Chicago made its beverage lineup a natural fit for the United Center experience,” Joe Myhra, United Center chief operating officer, said in a press release.
The drinks will be available at on-site concerts starting in early February and will serve as a test for cannabis in mainstream venues, although lawmakers debate tightening rules around the category for safety reasons.
Kovler said product sales would be aligned with safety and compliance measures consistent with Illinois law, although the company did not specify service limits or monitoring protocols.
“The American consumer is very familiar with self-dosing a drink and self-moderation,” Kovler said, “unlike a [THC] candy – it’s difficult for most Americans to eat just one piece of candy. »
THC regulatory upheaval
Last year, Congress passed a funding bill that included a THC cap effectively banning most hemp-derived THC products — the same category now sold at the United Center — starting in November.
Public health advocates have argued that the market has outpaced regulation, while industry groups have warned that a sweeping ban could disrupt billions in consumer sales.
This legislation was followed by revisions to the 2018 Farm Bill, which added exclusions to the federal definition of hemp. In effect, the changes closed the so-called hemp loophole and could make many hemp-based THC drinks illegal within months, barring further policy changes.
Lawmakers in both houses of Congress have already introduced legislation to keep hemp intoxicating products legal through 2028. A separate bipartisan bill has also been submitted that would establish a regulatory framework for hemp intoxicating beverages and CBD products, giving the industry hope for change before the current expiration.
“The timing of government and rules is never good and is never clear,” Kovler said. “It remains unclear, but we are driven by the consumer, and that gives us a lot of confidence betting on it now.”
Adding to the political shakeup, the Trump administration moved last year to reclassify cannabis under the Controlled Substances Act — a change that sent cannabis stocks soaring and raised questions about taxation, access to banking and federal oversight.
Although the rescheduling primarily affects state-legal marijuana businesses rather than hemp-derived products, it signals a growing desire in Washington to revisit decades-old cannabis policy.
If political momentum continues, analysts say the door could open to more cannabis-related products entering mainstream venues, but with some risks.
“Investing in cannabis remains a volatile and difficult business, and not for the faint of heart,” Bernstein analyst Nadine Sarwat wrote in a recent research note.