By Beckie Liwacz
The Village of Hoffman Estates and Spectra, the provider of Venue Management and Partnerships at Sears Centre Arena outside Chicago, recently announced a new multi-year partnership with NOW Health Group, Inc. in which the arena will be renamed NOW® Arena.
NOW Health Group, Inc., a leading, family-owned natural products manufacturer based in Bloomingdale, Ill., will take over naming rights to the Sears Centre Arena as of September 1, 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.
“As a company that values family and community first, this partnership couldn’t be a better fit,” Jim Emme, CEO 
of NOW Health Group, Inc., said. “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.”
“For long-term naming rights, I can’t overstate the importance of having a local, corporate partner like NOW Health Group,” Laurie Kemmit, Regional Vice President of Partnerships for Spectra, said. “We’re proud to partner with a company that has a vested, demonstrated interest in the community of Hoffman Estates—a key differentiator in a partnership that holds benefits beyond simple marketing exposure.”
“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.” Bill McLeod, Mayor of Hoffman Estates, said. “I want to thank Sears/Transformco for their commitment to the venue since the building first opened in 2006. We look forward to continuing that relationship as Sears/Transformco remains an active supporter of the community.”
A natural product manufacturer with a portfolio of more than 1,500 products including supplements, sports nutrition, foods, beauty and health products, and essential oils, NOW® falls into a nontraditional category of naming rights sponsors, different from the usual mix of banks, car dealerships, insurance, and healthcare.
“This past year alone, our Spectra Partnerships team has been able to develop several unique naming rights partnerships in the Midwest region: the Stormont Vail Events Center, formerly the Kansas Expo Center, in Topeka, KS; Cable Dahmer Arena, previously named the Silverstein Eye Centers Arena, in Independence, MO; and most recently, the renamed NOW® Arena for the Village of Hoffman Estates,” Bryan Furey, Senior Vice President of Partnerships for Spectra, said. “These recent successes signify that brands—even in turbulent times—continue to recognize the power of people assembling to enjoy live entertainment.”
NOW® has become a household name as part of a thriving wellness industry, and has seen double-digit growth for nine consecutive years, with NOW® products available in more than 80 countries. The company was recently ranked the 106th largest privately held company in Chicago based on 2019 revenue by Crain’s Chicago Business, and is one of the largest independent manufacturers of natural products in the U.S. health food store channel. Despite its international growth, NOW® retains its hyper-local focus, employing more than 900 full-time employees across its corporate headquarters and manufacturing facility in Bloomingdale, and its distribution center in Roselle, Ill. NOW® also owns the 13 Chicagoland-based Fruitful Yield natural health food stores.
As a part of its mission to foster ongoing relationships and provide value in the Hoffman Estates area, NOW Health Group, Inc. will regularly engage local partners within the arena, including utilizing the arena space and events for local charities. NOW® looks to bring additional business to the arena, including industry conferences, and will have a full branding and promotional presence throughout the venue.
Beckie Liwazc is a Communications Publicist at Spectra.
