Houston continues to show support to 50 Cent.

As previously reported by AfroTech, the rapper moved to the city in 2021 and has settled in, making it his new home. However, he’s just received a grand welcome through a new collaboration.

According to the NBA, the Houston Rockets announced a multi-year partnership with 50 Cent and his wine and spirits company Sire Spirits — making it his first time officially working with an NBA franchise.

“This multi-year partnership will mark the first Official Partnership between Jackson and an NBA franchise,” the NBA.com website states. “The deal will highlight Jackson’s award-winning Branson Cognac and Le Chemin du Roi Champagne brands to Houston Rockets games and Toyota Center events with multiple themed bars, a branded luxury suite and a courtside loge box.”


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“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, making this a perfect partnership,” said Rockets President of Business Operations Gretchen Sheirr.  “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.”

Houston Rockets Partnership

The outlet’s report shares that the partnership includes Sire Spirits hosting events, being featured and branded at Houston Rockets games, along with the spirits brand “being a Presenting Sponsor of the team’s annual Black Sports Professional Career Fair, the annual Black History Night, and special fundraisers.”

50 Cent’s G-Unity Foundation will also play a role in the deal as it will join the Rockets and the Clutch City Foundation in working to find various ways to support the youth and families in the Houston community.

“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,” said 50 Cent, according to the NBA. “My investment in the Houston 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.”