The Houston Rockets on Wednesday announced a new partnership with Curtis “50 Cent” Jackson and his premium wine and spirits company Sire Spirits, LLC. This multi-year agreement marks the first official partnership between Jackson and any NBA franchise.
Under the terms of the partnership, Jackson’s award-winning Branson Cognac and Le Chemin du Roi Champagne brands will be highlighted at Rockets games and Toyota Center events with multiple themed bars, a branded luxury suite, and a courtside loge box.
Sire Spirits is solely owned and operated by Jackson, an award-winning musician, actor, entrepreneur, executive producer, and Houston resident. Among the initiatives Sire Spirits will bring includes being a presenting sponsor of the team’s annual Black Sports Professional Career Fair, the annual Black History Night, and special fundraisers.
“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,” Jackson said. “My investment in the 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.”
More information on Jackson’s G-Unity Foundation and his many charitable endeavors around Houston can be found found here.
It’s lit, I like it here in Houston 😏you gotta come check the vibes out here • https://t.co/M6htL8M8Kl #bransoncognac #lecheminduroi pic.twitter.com/8nfgA59inZ
— 50cent (@50cent) March 16, 2022
As part of this strategic partnership, Jackson’s G-Unity Foundation will work closely with the Rockets and the Clutch City Foundation on a wide-range of community initiatives to enhance Jackson’s firm commitment to Houston, including providing access to games and events for parents and children who otherwise would not be able to experience them.
“In his time as a Houston resident, Curtis has demonstrated a strong passion for helping students in our under-served communities which mirrors the continued efforts we have as an organization,” said Gretchen Sheirr, president of business operations for the Rockets.
“Curtis’ business acumen and creativity have been well documented throughout his entertainment and entrepreneurial career, and we’re excited to bring Sire Spirits to Toyota Center for fans to enjoy at Rockets games and our wide variety of events,” Sheirr added.
In addition to themed bars in Toyota Center, the Red & White Wine Bistro will be rebranded into the Sire Spirits Bar & Restaurant, offering sweeping views of the court from the south end of the lower suite level.
Throughout the season and Toyota Center’s event calendar, Sire Spirits will host special events, including wine pairing dinners, specialty cocktail offerings and other gatherings aimed at networking within the community of season ticket members, suite holders, and event guests.
While the Sire Spirits branded suite and courtside box will belong to Jackson year-round, it will be made available to fans for select games, events, and charitable uses.
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