[PRESS RELEASE] – ROLLING MEADOWS, Ill., Jan. 27, 2026 – The largest live entertainment venue in the U.S. is making history as the first major arena to offer THC beverages. Chicago’s iconic United Center has entered a new multiyear partnership with Chicago-based brands Señorita and RYTHM to make THC beverages available at concerts and live events, expanding consumer options for attendees 21 and over.
United Center guests can now enjoy Señorita and RYTHM hemp-derived THC drinks at the majority of concerts, shows and special events throughout the year, with multiple points of sale throughout the venue, including grab-and-go stations, bars and a dedicated Señorita mobile-branded bar.
The partnership with RYTHM Inc., the parent company behind Señorita and RYTHM, marks a new chapter in modern drinking, launching alongside one of the venue’s most star-studded entertainment seasons, featuring global tours, major comedy acts and Chicago’s most anticipated cultural moments.
“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,” RYTHM Inc. Chairman and interim CEO Ben Kovler said. “Bringing Señorita and RYTHM to the United Center reflects a simple truth: Consumers want nonalcoholic 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.”
Señorita and RYTHM will officially kick off this historic partnership at the beginning of February with special giveaways and non-infused samples at two shows: The New Edition Way Tour with New Edition, Boyz II Men, and Toni Braxton on Feb. 4, and the Life Is a Highway Tour with Rascal Flatts, Lauren Alaina, and Chris Lane on Feb. 6.
The partnership will continue to take the main stage throughout the year with branded elements in the venue, in addition to ongoing product sampling and branded giveaways at select events.
"We are excited to introduce Señorita and RYTHM to the live entertainment space,” United Center Chief Operating Officer Joe Myhra said. “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.”
The initial lineup will include four 5-milligram hemp-derived THC options. Señorita will be available in three flavor-driven classics: Lime Jalapeño Margarita, Mango Margarita and Grapefruit Paloma, designed for bright, refreshing taste and a smooth, social lift. RYTHM offerings will include its uplifting Sativa beverage, pairing mandarin orange with natural caffeine for a crisp, energizing boost that is perfect for live events.
This partnership marks a cultural moment, reflecting the growing demand for alternative drinking options. It also follows major distribution momentum for both THC beverages across Chicago, including placement at retailers such as Binny’s Beverage Depot, Woodman’s Food Markets and Foxtrot Market.
Now, with Señorita and RYTHM available at the United Center, guests can opt into an alcohol-free alternative, designed for connection, flavor and a vibrant new way to experience live events.
Explore more at SenoritaDrinks.com and RYTHMDrinks.com.
