United Center

What United Center does

United Center is a privately held sports and entertainment arena located at 1901 W. Madison Street in Chicago, Illinois, operated as a joint venture between the Reinsdorf and Wirtz families. Opened in 1994 and billed as the largest arena in the United States, it serves as the home venue for the Chicago Bulls (NBA) and Chicago Blackhawks (NHL), and has hosted the 1996 and 2024 Democratic National Conventions, NCAA Frozen Four, and more than 200 events annually, welcoming over 40 million guests since opening. The arena's product surface spans core ticketed event access, a multi-tier premium seating portfolio (167 Executive Suites, 34 Michelob Ultra Club Boxes, 5 Super Suites, 3,000+ Lexus Club seats, BMO Club, FanDuel Suite and Lounge, and the newly launched Banner Level), and ancillary hospitality venues including Stadium Club Restaurant, Queenie's Supper Club, and the Madhouse Team Store.

The technology stack is delivered primarily through third-party partners: Ticketmaster as the official ticketing platform with SafeTix encrypted mobile barcodes, Amazon's Just Walk Out technology powering checkout-free retail markets (Pepsi Grab N Go and The Dashery Markets), the OrderNext mobile ordering platform for in-seat food and beverage, and the United Center mobile app providing digital ticketing and exclusive camera angles. Payments are fully cashless across Apple Pay, Google Pay, and Samsung Pay. The venue is also sensory-inclusive certified with a dedicated sensory room and trained staff.

The business model is multi-streamed: ticket sales (transaction fees), premium seating and suite annual licenses (subscription recurring), per-event suite and Banner Level rentals (one-time licenses), concessions and F&B operated by Levy Restaurants (transaction fees), naming rights and corporate sponsorships with PepsiCo, Culligan, American Express, BMO, Lexus, FanDuel, and Michelob Ultra (licensing/royalties), and parking via Ticketmaster and SpotHero. Distribution combines direct enterprise sales for premium suites ([email protected]) with self-serve consumer channels including the Ticketmaster marketplace, the box office, and the mobile app. Forward strategy is anchored by the $7 billion, 55-acre 1901 Project mixed-use development surrounding the arena, including nearly 10,000 apartments, a 6,000-seat music hall, hotels, and retail, led by co-owners Michael Reinsdorf and Danny Wirtz.

Name

United Center

Legal name

United Center

Website

https://unitedcenter.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

501–1,000 employees

Short description

United Center is a privately held Chicago arena — the largest in the United States — operated as a Reinsdorf/Wirtz family joint venture, hosting 200+ events annually as home to the Bulls and Blackhawks, and generating revenue from ticketing, premium suites, concessions, naming rights, and parking.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Venue / Arena Hospitality

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Conference Centers & Dedicated Meeting Venues (THAHAAAB)

Keywords

• Sports entertainment venue
• Premium seating suites
• Live event hosting
• Arena concessions retail
• Corporate hospitality memberships

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Revenue from selling tickets to Bulls and Blackhawks games, concerts, and special events through box office and Ticketmaster
2. Premium Seating and Suites: Annual licensing fees for executive suites and premium seating memberships including Lexus Club, BMO Club, and Banner Level memberships
3. Event Rental Suites: Per-event suite rentals for groups of 20-80+ people including tickets, catering, and dedicated attendants
4. Concessions and Food & Beverage: Food, beverage, and merchandise sales through Levy Restaurants-operated outlets, with mobile ordering and checkout-free markets
5. Naming Rights and Sponsorships: Corporate naming rights for clubs and lounges (Lexus Club, BMO Club, FanDuel Lounge) and official partnerships with PepsiCo, Culligan, American Express
6. Parking Services: Parking revenue from official lots including reserved and premium parking options through Ticketmaster and SpotHero

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

The United Center is the largest indoor arena in the United States by capacity, located on Chicago's Near West Side, and serves as the shared home venue of the Chicago Bulls (NBA) and the Chicago Blackhawks (NHL). It hosts more than 200 events annually—professional basketball and hockey games, national concert tours, family shows, and motorsports—and monetizes the venue through general-admission tickets, premium seating licenses, executive and rental suites, club memberships, on-site dining destinations, retail (Madhouse Team Store), concessions, parking, and sponsorships. Auxiliary revenue and strategic assets include the adjacent real-estate development (The 1901 Project), the United Center mobile app, OrderNext mobile ordering, and partnership activations with United Airlines, BMO, Lexus, FanDuel, and Michelob Ultra.

Product overview

The United Center is a single-venue entertainment complex—the largest arena in the United States—serving as home to the Chicago Bulls (NBA) and Chicago Blackhawks (NHL). The venue offers a comprehensive portfolio of products: core venue access for over 200 annual events (concerts, sports, family shows); premium seating tiers including Executive Suites, Club Level Suites, the reimagined Banner Level, Lexus Club memberships, BMO Club, Michelob Ultra Club Theater Boxes, Super Suites, and FanDuel Suite; digital services via the United Center Mobile App, SafeTix mobile ticketing, and Mobile Ordering (Suite Eats); hospitality venues including Stadium Club Restaurant, FanDuel Lounge, Queenie's Supper Club, and branded bars (Corona Beach Bar, Goose Island Pub, Rocky's Bar, Ketel One Club); retail through the Madhouse Team Store; and transportation services via the Uber Zone and parking reservations through Ticketmaster and SpotHero. The venue is undergoing a major expansion with the $7 billion 1901 Project development.

Differentiator

Problem solved

Functional benefit

Brands

• The 1901 Project: A $7 billion mixed-use development project around the United Center on Chicago's Near West Side, including nearly 10,000 apartments, a 6,000-seat theatre, hotels, retail, office spaces, and public gathering areas.
• The Atrium
• United Center Select Program

Products and services

• United Center Arena — Event Hosting and General Admission Tickets The flagship product — the United Center arena itself — operating as a live-event venue hosting Chicago Bulls (NBA) and Chicago Blackhawks (NHL) games, national concert tours, family shows, and touring productions, with general-admission and reserved tickets sold via Ticketmaster and the on-site box office. The arena reconfigures seating between basketball (~19,500), hockey, and concert (~22,000) configurations.
• Executive Suite Licenses (Annual) Multi-year and annual license agreements for the use of one of the United Center's 140+ executive suites, providing suite holders with reserved seats, private hospitality space, in-suite catering, and VIP amenities for every Bulls, Blackhawks, and arena-hosted concert event. Sold to corporate customers as part of long-cycle premium-hospitality packages.
• Rental Suites (Per-Event) Per-event luxury suite rentals that allow individual buyers to book premium suite space for single games or events. Includes rented luxury suites with reserved seating, in-suite catering, private entry, and access to club-level amenities. Multiple suite types are offered under the rental umbrella.
• FanDuel Suite (Per-Event Premium Suite) A co-branded per-event premium luxury suite located within the United Center, sponsored by FanDuel. Sold to consumers and corporate buyers seeking a high-end hospitality experience for individual games or concert events, with FanDuel-themed branding and amenities.
• Super Suites (Per-Event Premium Suite) A category of high-end per-event premium suites within the United Center, designed to host larger groups or single-event premium buyers seeking elevated hospitality experiences for games and concerts.
• Michelob Ultra Club Theater Box A co-branded theater-box style suite offering at the United Center, sponsored by Michelob Ultra, providing theater-style premium seating with club amenities for individual events. Sold on a per-event basis to consumers and corporate buyers.
• Lexus Club Memberships An annual membership product providing reserved premium seating and access to the Lexus Club lounge for every Bulls and Blackhawks home game (and select other events). Sold as a year-long subscription to individual fans and corporate accounts seeking elevated arena hospitality without committing to a multi-year suite license.
• BMO Club (Event Hosting) A co-branded club venue inside the United Center, sponsored by BMO, available for per-event rental and corporate hospitality hosting for Bulls, Blackhawks, and concert events. Scaled group experiences, food and beverage service, and premium amenities included.
• Banner Level — Lofts, Seats, Suites, and Icon Suites A premium semi-private seating and hospitality product tier replacing the previously named Penthouse level, comprising Banner Level Lofts, Banner Level Seats, Banner Level Suites, and Icon Suites. Sold as annual, multi-event, or per-event inventory targeting consumers and corporate buyers seeking a premium experience tiered between club seating and full executive suites.
• Stadium Club Restaurant On-site sit-down restaurant inside the United Center offering premium dining for arena guests and event attendees, including pre-event dining, group reservations, and banquet-style catering for premium buyers.
• Queenie's Supper Club A themed on-site dining destination at the United Center modeled on a supper-club experience, serving pre-event and group dining for arena guests across Bulls, Blackhawks, and concert events.
• FanDuel Lounge A co-branded lounge inside the United Center offering sportsbook-themed hospitality and event-day amenities for premium guests and select consumer activations during Bulls, Blackhawks, and concert events.
• Madhouse Team Store (On-Site Retail) The on-site official team merchandise store at the United Center, featuring Chicago Bulls and Chicago Blackhawks apparel, memorabilia, and event-day merchandise. Operates a checkout-free Amazon Just Walk Out experience and serves as the in-arena primary retail location for fans.
• United Center Parking Reservations A pre-paid on-site parking product offered through SpotHero reservations, allowing event attendees to reserve parking at the United Center or surrounding partner lots for Bulls, Blackhawks, and concert event days.
• The 1901 Project (Adjacent Mixed-Use Real-Estate Development) A multi-year strategic real-estate initiative announced by the United Center to redevelop the parking lots surrounding the arena into a mixed-use district with retail, residential, and entertainment uses. A separate sub-brand and product line for the joint venture's long-term property development strategy adjacent to the arena.

Quantifiable outcome

• Avoided 600,000 single-use plastic bottles through Culligan sustainability partnership
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• Rythm Inc.flagshipGTM or Marketing Partner · 27 January 2026Multi-year partnership making United Center the first major U.S. entertainment venue to sell hemp-derived THC beverages. Rythm established as official THC sponsor, with Señorita and Rythm brands available at concerts and special events for guests 21+. Products launched February 4, 2026.
• Señorita (brand of Agrify/Green Thumb Industries)flagshipGTM or Marketing Partner · 27 January 2026Hemp-derived THC beverage brand available through the United Center partnership, featuring margarita flavors including Lime Jalapeño Margarita, Mango Margarita, and Grapefruit Paloma. Both Señorita and Rythm were acquired by Agrify and licensed to Green Thumb Industries.
• Culligan InternationalflagshipStrategic or Co-development Partner · 6 October 2025Sustainability partnership making Culligan the official water partner, eliminating all single-use plastic water bottles. Partnership avoided 600,000 single-use plastic bottles, diverted 15,064 pounds from landfills, and avoided 36 million grams of CO2 emissions in first year. Won Sponsorship Marketing Association Excellence Award for Best in Show.
• PepsiCocoreGTM or Marketing PartnerOfficial soft drink title sponsor with PepsiCo products served throughout the venue. Partnership enables all-new fan experiences for concessions at concerts and sporting events.
• Levy RestaurantscoreImplementation/ SI/ Consulting PartnerOfficial food, beverage, and retail provider operating all concession stands, restaurants (Queenie's Supper Club, Stadium Club, Ketel One Club), and catering services. Levy has provided hospitality at major events including Super Bowl, NBA and NHL All-Star Games, and Grammy Awards.
• BMO HarriscoreGTM or Marketing PartnerNaming rights partner for BMO Club, an all-inclusive premium seating area with prime views of Bulls and Blackhawks games, lounge atmosphere with couches, TVs, pool table, and video games.
• FanDuelcoreGTM or Marketing PartnerNaming rights partner for FanDuel Lounge, a two-story space with state-of-the-art viewing, and FanDuel Suite accommodating 32-40 people with 30+ TVs for sports coverage.
• LexuscoreGTM or Marketing PartnerNaming rights partner for Lexus Club with over 3,000 premium seats on the 200 Level. Lexus Club members receive access to Stadium Club restaurant, in-seat service, complimentary parking, and private concourse.
• American ExpresscoreGTM or Marketing PartnerCard Member entrance partnership providing dedicated entry gate for American Express cardholders attending Bulls and Blackhawks games and major events. Card Members can enter with valid Amex card and event ticket.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner and marketplace for all United Center events. Provides ticketing infrastructure including SafeTix encrypted barcode technology and parking pass sales.
• UbercoreChannel Partner/ Reseller/ DistributorOfficial rideshare partner with dedicated Uber Zone at Lot E (corner of Madison and Wood Streets) for streamlined pickup and dropoff. Uber Shuttle provides flat-fare shared bus rides after major events.
• SpotHerominorChannel Partner/ Reseller/ DistributorRecommended parking reservations partner offering discounted advance parking booking through the SpotHero app.
• Chicago Transit Authority (CTA)coreOthersPublic transportation partner with Green Line (Damen stop two blocks away), Pink Line (Ashland/Lake), and Blue Line (Illinois Medical District) nearby. Bus routes #9, #20, #50, #126 serve the arena. Post-event #19 United Center Express to Union Station and downtown.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Others

• Levy Restaurants (Compass Group): United Center's official food, beverage, and retail partner (operates concessions, Stadium Club, Queenie's Supper Club, catering). Comparable as the operating partner in the venue's F&B business and a useful reference for benchmarking per-cap spending and concession economics at major sports venues.

Direct peers

• American Airlines Center (Dallas): Dallas multi-purpose arena home to the Mavericks (NBA) and Stars (NHL), with comparable two-anchor sports model, premium-seat and naming-rights strategy, and major concert programming within the central U.S. routing corridor.
• Madison Square Garden Entertainment: Operates Madison Square Garden in NYC — the most direct comparable multi-purpose arena with anchor NBA (Knicks) and NHL (Rangers) tenants, premium suite portfolio, naming-rights partnerships, and a similarly diversified ticket/concessions/sponsorship revenue mix. Both venues compete for major touring concert dates.
• State Farm Arena (Atlanta Hawks): Atlanta multi-purpose arena home to the Hawks (NBA), with comparable premium-seat offerings, naming-rights sponsorship, and event programming including concerts and family shows. Smaller capacity but similar single-anchor-tenant model.
• Barclays Center (BSE Global): Brooklyn multi-purpose arena home to the Nets (NBA), with comparable premium-seat offerings, major concert programming, and similar revenue diversification across suites, sponsorships, and concessions. Comparable as a large-capacity urban arena in a top-tier market.
• Chase Center (Galp Globe Arena Co.): San Francisco arena home to the Golden State Warriors (NBA), with comparable premium-seat and suite offerings, major concert programming, and naming-rights sponsorship (JPMorgan Chase). A newer venue but operates in the same premium-arena segment with similar revenue model.
• Ball Arena (Kroenke Sports): Denver multi-purpose arena home to the Nuggets (NBA) and Avalanche (NHL), with the same two-anchor-sports model as United Center. Comparable in event-mix, premium-seat strategy, and concert-tour routing within the central U.S. market.
• TD Garden (Delaware North): Boston multi-purpose arena home to the Celtics (NBA) and Bruins (NHL), with similar dual-franchise anchor model, large premium-seat portfolio, and naming-rights sponsorship (TD Bank). Directly comparable in tenant structure and event-mix to United Center.
• Crypto.com Arena (AEG): Los Angeles multi-purpose arena operated by AEG, home to the Lakers (NBA), Kings (NHL), and Sparks (WNBA). Comparable as a large-capacity arena with two anchor sports tenants, premium-seat inventory, naming-rights sponsor, and primary concert venue on the West Coast tour circuit.
• Scotiabank Arena (MLSE): Toronto multi-purpose arena home to the Raptors (NBA) and Maple Leafs (NHL), with naming-rights sponsor (Scotiabank) and large premium-seat portfolio. Closest international peer to the United Center in tenant structure and revenue model, though it operates in a different geographic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/unitedcenter
• YouTubeyoutube.com/user/unitedcenter
• Facebookfacebook.com/unitedcenter
• LinkedInlinkedin.com/company/unitedcenter
• Instagraminstagram.com/unitedcenter

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about United Center