Bloomingdale, IL—Effective September 1, NOW Health Group, Inc., will take over naming rights to Sears Centre Arena, which will transition to NOW Arena as part of 15-year agreement valued at $11.25 million, according to a press release. One goal of NOW Health Group, which will have a full branding and promotional presence throughout the venue: to bring additional business to the arena, including industry conferences.

Sears Centre Arena, owned by the Village of Hoffman Estates and managed by Spectra Venue Management, is an 11,000-seat venue in Hoffman Estates, IL, that is designed to accommodate a variety of events including concerts, family shows, and sporting events. The NOW Arena contract takes over from Transformco (formerly Sears Holdings Corp.), which was the arena naming rights partner since the venue opened in 2006.

“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 the 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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Ben Gibbs, Spectra’s General Manager for the Arena, added, “We could not be more excited to cultivate this new partnership with NOW. NOW’s passion to provide value in everything they do goes hand-in-hand with Spectra’s commitment to innovation, collaboration, and a passion for turning events into memorable experiences.”