50 Cent continues to develop new partnerships with NBA teams, his Sire Spirits company is now the “official spirit” of the Orlando Magic.

The Magic are now the fifth NBA franchise to partner with Sire, following similar deals with the Minnesota Timberwolves, Indiana Pacers, Sacramento Kings and Houston Rockets.

“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. “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 terms of the multi-year partnership include company themed bars on the Terrace Level and the Sire Spirits SKYLOUNGE both at the Kia Center. Other brand integrations include in-arena digital signage during all Magic home games, along with co-branded digital and social content.

To tip the partnership off, Sire Spirits and Jackson’s foundation, G-Unity, will partner with the Magic on community initiatives in February. Two upcoming initiatives include a supporting partnership of the Magic’s Black Business Summit and participation in the team’s Share the Magic program, which provides Magic game tickets to disadvantaged groups in the community. The G-Unity Foundation, founded by Jackson in 2003, supports programs that foster social and leadership skills in young people living in cities nationwide.

“I’m thrilled to bring Sire Spirits to the Orlando Magic team,” said Curtis “50 Cent” Jackson. “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.”

In addition to pro basketball, the company has also made deals with the NFL’s Washington Commanders, New Orleans Saints and Houston Texans; and into Major League Baseball with the Houston Astros.