50-Cent isn’t letting up on his interests in the NBA.

Multi-year partnership with Indiana Pacers: He has scored another multi-year partnership with the basketball league, this time with the Indiana Pacers.

50 Cent’s premium wine and spirits company Sire Spirits, and his charity, The G-Unity Foundation will play a prominent role throughout the Pacers’ season.

Here’s a breakdown of how both of 50 Cent’s ventures will play a part in the years to come for the Pacers.

Sire Spirits 

  • Sire Spirits is now the official spirits partner of the Pacers
  • Branson Cognac and Le Chemin du Roi Champagne are now the official marketing partners, exclusive in their respective categories
  • The East Sideline Club will be turned into the home of Sire Spirits ’67 Club
  • Sire Spirits will have a bar on the Balcony level that includes non-alcoholic options

The G-Unity Foundation

  • 50-Cent will become the Presenting Sponsor of Suite 50
  • The Suite will be used by G-Unity Foundation and the Pacers for charitable purposes
  • Fans will occasionally have access to the suite for select games, events, and charitable uses
  • G-Unity Foundation will team up with Pacers to empower the youth through mentorship, and a youth advisory council, among other initiatives

Statement from 50 Cent: “What impressed me most about the Pacers organization was its firm commitment to the community which will allow me to extend my charitable efforts into Indianapolis,” 50 Cent said, according to a press release. “I am also excited to have my brands featured at one of the countries newest premiere entertainment venues. I’m excited to be a part of the new development that Gainbridge Fieldhouse will bring to the city of Indianapolis. I look forward to meeting and spending time with the fans.”

Statement from Pacers Sports & Entertainment Chief Executive Officer: “This partnership with Curtis “50 Cent” Jackson and Sire Spirits gives us the opportunity to deliver new world-class experiences not only to our premium guests, but to all visitors to Gainbridge Fieldhouse and the Indianapolis community, at large,” said Pacers Sports & Entertainment Chief Executive Officer Rick Fuson, according to a press release. “We look forward to working alongside Curtis and The G-Unity Foundation to improve the lives of our city’s young people while bringing Pacers fans Sire Spirit’s award-winning premium products.”