NOW takes over naming rights to Sears Centre Arena in 15-year agreement valued at $11.25 million

June 29, 2020

The NOW Arena contract with the Village of Hoffman Estates, IL begins on September 1, 2020.

NOW Health Group Inc. (Bloomingdale, IL) will be taking over the naming rights of the Sears Centre Area in the Village of Hoffman Estates, IL. The agreement goes into effect on September 1, 2020 as part of a 15-year agreement. The NOW Arena contract is valued at $11.25 million over the terms and takes over from Transformco (formerly Sears Holdings Corp.) which was the arena’s 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, in a press release. “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. “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., in a press release. “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.”

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