50 Cent inked a multi-year deal with the NBA’s Sacramento Kings for his wine and spirits company Sire Spirits LLC to become the team’s official champagne partner.

As the team’s official partner, two of the Sire liquor lines, Le Chemin du Roi and Branson Cognac, will be served courtside and at the team’s club lounge, Rush, which will be changing names to reflect the partnership. The newly dubbed Rush by Sire Spirits will feature 500 bottles dubbed the Le Chemin du Roi Champagne Wall.

“We are thrilled to partner with Curtis and bring Sire Spirits to Golden 1 Center for our fans and guests to enjoy,” said 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.”

As part of this partnership, Jackson’s G-Unity Foundation will team up with the Sacramento Kings Foundation to deeply invest in Sacramento youth throughout the season, including providing scholarships as part of the team’s mentorship efforts.

“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,” said Curtis “50 Cent” Jackson. “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.” 

During the season, Jackson plans to host high school students for a Kings game in an exclusive suite, participate in a sweepstakes for a road trip meet and greet and take part in an episode of Beyond the Paint, a Kings series that explores the cross section of sports, culture and social issues to share varying perspectives and experiences. Jackson will also work with the Sacramento Kings to create live entertainment experiences at Golden 1 Center.

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