Hip-hop recording artist and television executive Curtis “50 Cent” Jackson has grown his empire within the spirits industry with another partnership with a sports team.
According to the Orlando Magic, 50 Cent and his company, Sire Spirits have agreed to a multiyear partnership with the NBA team to make 50’s brand the Official Spirit of the Orlando Magic. This deal will include Sire Spirits’ award-winning Branson Cognac and Le Chemin du Roi Champagne brands.
“I’m thrilled to bring Sire Spirits to the Orlando Magic team,” said 50 Cent in a written statement. “I’m excited to spend more time in the Orlando market along with my G-Unity Foundation. We will do great things for the community.”
With the latest collaboration, the spirits will be branded with the Branson Bar on the Terrace Level and the Sire Spirits SKYLOUNGE, which are both located at the home of the Magic, the Kia Center. Throughout the arena, will be branded promotions integrated into all in-arena digital signage during the team’s home basketball games throughout the regular season.
“The Magic are thrilled to team up with Sire Spirits and we welcome them to our partnership family,” said Magic Senior Vice President of Global Partnerships J.T. McWalters in a written statement. “As two companies that are committed to excellence, we look forward to growing this partnership and connecting both of our brands in support of our local community.”
The contractual obligation also includes 50’s non-profit foundation, G-Unity. The Magic will help the organization with community initiatives starting this month in February. This will include an upcoming initiative that will support the Magic’s Black Business Summit. Another initiative will have G-Unity participating in the team’s Share the Magic program. That program helps by giving tickets to Magic games to disadvantaged groups in the community.