Back in February of this year, the United Center, the home of the Chicago Bulls and the Chicago Blackhawks, became the first major arena in the United States to offer THC-infused beverages to fans, marking a significant milestone in the rising mainstream expansion of cannabis beverages. 

The venue announced a multi-year partnership back in January with THC drink brands Señorita and RYTHM, making hemp-derived THC beverages available at most concerts, shows, and special events throughout the year. The rollout is notable not only because of the size and prominence of the United Center but also because of one major exception, THC drinks will not be sold during home games for either the Bulls or the Blackhawks. 

This unfortunate decision is tied to league restrictions rather than Illinois law and highlights the complicated relationship between professional sports leagues and cannabis-related products. At this point in time, the NBA and NHL do not permit cannabis sponsorships or cannabis product advertising tied to league games, creating a regulatory barrier even as attitudes toward cannabis have evolved dramatically among players and fans. 

That leaves the United Center in an unusual position. The arena can legally sell hemp-derived THC beverages during concerts and non-league events, but league restrictions prevent the same products from being offered during Bulls and Blackhawks games, at least in the immediate future.

While the United Center is the first major arena to introduce THC beverages, it is not the first entertainment venue to embrace cannabis products. Across states with legal cannabis or hemp-derived THC markets, smaller concert venues, music festivals, breweries, and entertainment spaces have begun offering THC drinks as an alternative to alcohol. 

Illinois in particular has seen rapid growth in THC beverage distribution through liquor stores, bars, and event spaces. Industry observers note that many consumers increasingly view low-dose THC beverages as a substitute for beer, wine, or cocktails. 

The United Center’s launch is widely seen as the highest-profile test yet of whether cannabis beverages can become a mainstream concession option at major sports and entertainment venues. Edibles have appeared in premium hospitality settings and cannabis-friendly events in some states, but widespread in-arena sales of THC gummies or other edible products remain rare due to stricter regulations, slower onset times, and concerns about overconsumption.

The rise of THC beverages comes as alcohol consumption among younger consumers has declined and beverage companies search for new growth opportunities. Many THC drinks contain relatively low doses of around 2.5 to 5 milligrams of THC per serving and are marketed as a social alternative to alcohol. Supporters argue that beverages provide a more predictable and approachable cannabis experience than traditional smoking products. The market’s growth has attracted attention from major beverage distributors and investors, with analysts projecting billions of dollars in future sales if regulatory conditions remain favorable in the future.

The NBA’s stance on cannabis has softened considerably over the past decade. Under the league’s current collective bargaining agreement, marijuana was removed from the NBA’s drug testing program, meaning players are no longer routinely tested or penalized for cannabis use. The change reflected shifting public attitudes and growing acceptance of cannabis as a wellness and recovery tool among athletes. 

However, while player-use policies have become more permissive, the league has remained cautious regarding commercial cannabis partnerships and in-arena cannabis sales. The result is a distinction between what players may do privately and what teams and venues may market during NBA events. That distinction helps explain why THC beverages can be sold at a concert at the United Center but not at a Bulls game.

When it comes to the NHL, the league has historically taken a health-focused approach to cannabis rather than a punitive one. Marijuana is not treated as a traditional performance-enhancing drug under the league’s substance abuse framework. Positive cannabinoid tests are generally used for monitoring and wellness purposes rather than automatic discipline, with the league and players’ association reviewing aggregate results to identify potential health concerns. 

Like the NBA, however, the NHL has not embraced cannabis product sales or sponsorships during league games, helping explain why THC beverages are excluded from Blackhawks events despite being available at non-sports events in the arena. 

United Center, home of the Chicago Blackhawks (NHL) and Chicago Bulls (NBA) in Chicago, Illinois. Photo credit: JeremyA, CC BY-SA 2.5 <https://creativecommons.org/licenses/by-sa/2.5>, via Wikimedia Commons

So, is there a future for THC beverages at sporting events in the US? Several developments could determine whether THC beverages eventually make their way into NBA and NHL games. First, league policies could evolve. 

The NBA’s removal of marijuana testing and the NHL’s increasingly health-focused approach suggest that professional sports are becoming more comfortable with cannabis than they were a decade ago. If leagues eventually allow cannabis sponsorships or product partnerships, arenas may seek to expand THC sales to sporting events. Second, fan demand could influence future decisions. 

If THC beverages prove successful at concerts and special events without creating operational or safety concerns, venue operators across North America may push for broader adoption. Finally, federal and state regulations remain a major wildcard. 

The hemp-derived THC beverage market faces ongoing legislative scrutiny, and future regulatory changes could either accelerate growth or significantly restrict availability. For now, the United Center’s experiment represents a significant moment in the convergence of sports, entertainment, and cannabis culture. 

Bulls and Blackhawks fans may not be able to order a THC-infused beverage at a game just yet, but the arena’s historic move suggests the conversation about cannabis concessions in professional sports is only just beginning.

AJ Favorito is Head Magazine’s Sports Editor. He is a freelance writer and an award-winning media producer with over 9 years of experience in sports media.

Works cited

Berg, Andy. “Chicago’s United Center First Arena to Offer THC Drinks, but Not at Bulls or Blackhawks Games | Athletic Business.” Athletic Business, AB Media Inc., 28 Jan. 2026, www.athleticbusiness.com/facilities/stadium-arena/article/15815740/chicagos-united-center-first-arena-to-offer-thc-drinks-but-not-at-bulls-or-blackhawks-games. 

“Señorita and Rythm Make History as the First THC Beverages Available at a Major U.S. Arena.” RYTHM, RYTHM, Inc., 26 Jan. 2026, ir.rythminc.com/news-releases/news-release-details/senorita-and-rythm-make-history-first-thc-beverages-available 

Merritt, Matty. “Chicago’s United Center Is First Major Venue to Sell THC Drinks.” Morning Brew, Morning Brew Inc., 28 Jan. 2026, www.morningbrew.com/stories/chicago-united-center-first-major-venue-thc-drinks. 

Baker, Kendall. “Where the Major Sports Leagues Stand on Their Players’ Use of Marijuana.” Axios, Axios Media Inc, 8 Mar. 2019, www.axios.com/2019/03/08/marijuana-policies-sports-leagues-nhl-nba-nfl-mlb. 

Witrado, Anthony. “MLB’s New Marijuana Policy Could Spark Change in NFL and NBA Policy.” Forbes, Forbes Magazine, 16 Dec. 2019, www.forbes.com/sites/anthonywitrado/2019/12/16/mlbs-new-marijuana-policy-could-spark-change-in-nfl-and-nba-policy 

Stroobandt, Izzy, and JC Navarrete. “You Can Soon Get THC Beverages at the United Center.” NBC 5 Chicago, NBCUniversal Media, LLC, 27 Jan. 2026, www.nbcchicago.com/news/local/you-can-soon-get-thc-beverages-at-the-united-center/3882254/. 

Harris Green, Hannah. “Chicago’s United Center to Offer Cannabis Drinks – Could Other Arenas Follow?” The Guardian, Guardian News and Media, 28 Jan. 2026, www.theguardian.com/us-news/2026/jan/28/chicago-united-center-cannabis-drinks.