50 Cent’s Sire Spirits Strikes ‘Ground-Breaking’ Deal With Houston Rockets & Toyota Center


Houston, TX – 50 Cent’s time in Houston has been extremely productive since he relocated to the Texas city last year, and he’s just orchestrated a new partnership that’ll expand his footprint in H-Town.

On Wednesday (March 16), the NBA’s Houston Rockets organization announced they’ve joined forces with 50 Cent and his premium wine and spirits company Sire Spirits for a “ground-breaking partnership.” It will be 50’s first joint venture with an NBA team.

The multi-year deal will highlight 50’s award-winning Branson Cognac and Le Chemin du Roi Champagne brands at Houston Rockets home games and Toyota Center events “with multiple themed bars, a branded luxury suite and a courtside loge box.”


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Additionally, the partnership will see Sire Spirits serve as a sponsor for the Rockets’ annual Black Sports Professional Career Fair, the annual Black History Night and other fundraising events. 50 Cent’s G-Unity Foundation will also be working closely with the team and the Clutch City Foundation on several local community and philanthropic initiatives.

“Since I moved to Houston in January 2021, the love shown to me by this City has inspired me to make a positive and long-lasting impact in the community,” 50 Cent said in a statement. “My investment in the Houston Rockets and their investment back into my charitable endeavors makes this partnership all the more special for me. I’m excited for what the future holds.”

He added in an Instagram post, “It’s lit, I like it here in Houston you gotta come check the vibes out here. @bransoncognac @lecheminduroi”


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The Get Rich Or Die Tryin’ rapper got a head start on helping to improve Houston last year when he launched the G-Unity Business Lab with the Houston Independent School District.

The after-school program offered students from local Wheatley, Worthing and Kashmere high schools the chance to learn core business values and practical skills to develop business ideas with input from area business leaders, corporations and visiting professors.

Last month, 50 Cent dropped a hefty bag at the annual Uncorked! International Wine Competition at the Houston Livestock Show and Rodeo. He ended up buying the Top Texas Wine, Hye Meadow Winery Boooom Red, Texas High Plains, 2017, for $125,000.