The NOW Arena will host industry conferences, family-friendly entertainment, high school graduations, concerts and sporting events with the company's full branding and promotional presence throughout the venue.

June 23, 2020

3 Min Read
now arena rooftop
NOW Health Group, Inc.

NOW Health Group, Inc., a leading, family-owned natural products manufacturer based in Bloomingdale, Illinois, will take over naming rights to the Sears Centre Arena, an 11,000-seat multipurpose family entertainment, cultural and sports arena located in Hoffman Estates, Illinois. The agreement goes into effect September 1, 2020, as part of a 15-year agreement unanimously approved by the Village of Hoffman Estates on June 22.  The NOW Arena contract, valued at $11.25 million over the term, takes over from Transformco (formerly Sears Holdings Corp.), the arena naming rights partner since the venue opened in 2006.

“This venue is very close to all of our Illinois facilities, and its 11,000 capacity makes it a better naming rights fit for a company of our size than, for example, the United Center in downtown Chicago,” said Dan Richard, NOW vice president of global sales and marketing. “We’re all tremendously excited to see the NOW brand so visibly represented in the community.” The new signage will be installed in early September, and NOW has plans for employee benefits such as free tickets to events held at the arena.

Founded by Elwood Richard in 1968 and still owned by the Richard Family today, NOW has remained committed to making healthy and quality natural products accessible and affordable for everyone. With a portfolio of more than 1,500 products including supplements, sports nutrition, foods, beauty and health products, and essential oils–plus an additional 200 products across practitioner-brand Protocol For Life Balance and recently purchased SuperNutrition vitamins–NOW remains one of the largest independent manufacturers of natural products in the U.S. health food store channel.

“As a company that values family and community first, this partnership couldn’t be a better fit,” said Jim Emme, CEO of NOW Health Group, Inc. “We’re excited to support the neighboring Village of Hoffman Estates and families from the surrounding communities and beyond. The NOW Arena will continue to be a resource for them to enjoy family-friendly entertainment, high school graduations, concerts and sporting events, while also providing them with opportunities to learn more about healthy products they can feel good about.”

“I am excited to welcome NOW Health Group as the new naming rights partner of the arena. There is a lot of coordination that goes into an agreement like this and NOW Health Group has been creative, engaged and exciting to work with.” said Bill McLeod, mayor of Hoffman Estates. 

NOW has become a household name as part of a thriving wellness industry and has seen double-digit growth for nine consecutive years. The company was recently ranked the 106th largest privately held company in Chicago based on 2019 revenue by Crain’s Chicago Business, and carries no debt. NOW employs more than 900 full-time employees across its corporate headquarters and manufacturing facility in Bloomingdale, and its distribution center in Roselle, Illinois. NOW also owns the 13 Chicagoland-based Fruitful Yield natural health food stores, and NOW products are sold in more than 80 countries.

NOW hopes to bring additional business to the arena, including industry conferences, and will have a full branding and promotional presence throughout the venue.

Source: NOW Health Group, Inc.

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