50 Cent Inks Multi-Year Deal With NBA’s Sacramento Kings


50 Cent has announced that he’s teamed up with the NBA once again, this time to ink a multi-year partnership deal with the Sacramento Kings.

The rapper’s Sire Spirits LLC along with his G-Unity Foundation charity are the driving forces of the deal, with the former now serving as the exclusive champagne partner of the Sacramento Kings.

50’s champagne will also be the presenting beverage sponsor of Sacramento’s Golden 1 Center, and the arena’s “Rush by Sire Spirits” club will feature a new 500-bottle Le Chemin du Roi Champagne Wall.

As for the G-Unity Foundation, it’ll unite with the Sacramento Kings Foundation to provide scholarships and other initiatives to help local youth. The two foundations will also host a dinner for the Kings and Queen Rise Co-Ed Youth Sports and Mentoring League for players and coaches, where 50 Cent will speak about his career with Kyle Draper.

In addition, the G-Unit head honcho plans to host high school students for a Kings game, and will participate in a sweepstakes where the winner gets a meet and greet road trip.

50 announced the collaboration on his Instagram, using his usual brand of trolling his haters to convey the good news. “Please don’t let this overwhelm you,” he wrote. “If you don’t like me try to relax, because things are going to get very very hard for you. LOL.”


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In a statement shared with the NBA, 50 said: “I did this deal after meeting with Vivek Ranadivé and learning how he and the entire Kings organization genuinely shares my philosophy of promoting conscious capitalism. I very much look forward to meeting the Kings fans and expanding the reach of my G-Unity Foundation and spirits brands in and around the city of Sacramento.”

“We are thrilled to partner with Curtis and bring Sire Spirits to Golden 1 Center for our fans and guests to enjoy,” explained Sacramento Kings Owner and Chairman Vivek Ranadivé. “This partnership continues the Kings commitment to supporting diverse entrepreneurs and aligns our shared passion for providing youth with the tools and opportunities they need to succeed. I am excited to work together to support the Sacramento community.”

This isn’t the first partnership 50 has signed with an NBA team. Back in March, he signed a multi-year partnership with the Houston Rockets, marking his first major sports partnership.

The rapper’s wine and spirits brands, Branson Cognac and Le Chemin du Roi Champagne, will be featured throughout the Toyota Center via Sire Spirits-themed bars, a court-side section, a private suite (which will belong to Jackson), and a restaurant.

Elsewhere, the Queens legend will soon face off against Fat Joe in an All-Star Celebrity Basketball game on August 27.

“This is gonna be so turnt up,” Fiddy wrote of the match-up on Instagram. “HOUSTON TYCOON weekend. @fatjoe don’t stand a chance wait till he see who i got on my Team. LOL @brasoncognac@lecheminduroi.”