50 Cent is on to the next one — the next partnership, that is!

The business mogul has landed his debut deal within the National Hockey League (NHL), according to a news release. In a multi-year partnership, 50 Cent’s Sire Spirits is teamed up with the Vegas Golden Knights, who won the Stanley Cup on June 13 playing against the Florida Panthers. 

“We are excited to welcome Curtis ’50 Cent’ Jackson and Sire Spirits into the VGK Family,” Golden Knights President and CEO Kerry Bubolz shared in a statement. “Our hope is that through this partnership we continue to diversify the hockey fan base in efforts to grow the game for everyone.”

Now, Sire Spirits’ Branson Cognac and Le Chemin du Roi Champagne are the Golden Knights’ official Champagne and cognac and were included in the team’s Stanley Cup victory celebration. What’s more, the news release details that 50 Cent’s G-Unity Foundation will work alongside the Vegas Golden Knights Foundation to support the Las Vegas community.

“I’m excited for Sire Spirits to close its first NHL partnership deal with the Vegas Golden Knights,” 50 Cent said. “Branson Cognac and Le Chemin du Roi Champagne are championship brands for winning teams.”

He continued, “Bill Foley and his entire team know how to win and are the perfect partners for my brands and for me to extend my charitable efforts in the Las Vegas community through the G-Unity Foundation. Hockey is an exciting sport and Las Vegas is a top market for entertainment. I look forward to working closely with the entire Golden Knights Organization.”

50 Cent’s Sire Spirits has been in popular demand among sports franchises. As previously reported by AfroTech, the company has partnered with the NBA’s Indiana Pacers, Sacramento Kings, and Houston Rockets.

The Houston Rockets marked his first official deal with an NBA franchise. The business move followed after his own move to the city in 2021.