Rapper and entrepreneur 50 Cent has inked a deal with the Washington Commanders to make his spirits company, Sire Spirits, the official cognac and champagne of the NFL team.
The deal, which was announced on August 21, 2023, will see Branson Cognac and Le Chemin Du Roi served at FedEx Field and other Commanders events. Beyond the realm of beverages, Sire Spirits will also join forces with the Commanders Charitable Foundation to spearhead community-driven initiatives.
Expressing his enthusiasm, 50 Cent stated, “I’m excited that Sire Spirits is growing its presence in the NFL by partnering with the Washington Commanders. The change in ownership of the Commanders represents an exciting opportunity for this team, and we are proud to partner with owners that share our vision and dedication to give back to the community.”
He continued “I am very much looking forward to embracing the DMV community, attending games as soon as I complete my Final Lap international tour, and bringing my award-winning cognac and champagne to fans throughout the region.”
Jason Wright, President of the Washington Commanders, also conveyed his excitement about this partnership.
“We are thrilled to have the opportunity to collaborate with Sire Spirits and Curtis “50 Cent” Jackson on this partnership that will help enhance the gameday experience for our fans,” said Jason Wright. “We couldn’t ask for a better partner than 50 Cent, who shares our commitment to giving back to the communities where we live and work.”
The Get Rich or Die Tryin’ creator also hyped up the partnership on Instagram, writing: “I’m on the final lap tour but I’m still working getting the job done. Boom @commanders,” he captioned a post announcing the deal.
As part of the partnership, The G-Unity Foundation, will also work closely with the Washington Commanders Charitable Foundation, and “will be a participating supporter of the Foundation’s social justice initiatives.”
Additionally, the partnership will create opportunities for fans over 21 to experience the spirits for themselves during gamedays and fan events, including the team’s annual Draft Party.
The deal is for a multi-year term, but the exact length has not been disclosed.
This is not the first instance of 50 Cent joining forces with a sports team. In 2019, he entered a deal with the Sacramento Kings, making his champagne brand, Le Chemin Du Roi, the official champagne of the NBA team.
Having previously established partnerships with the Minnesota Timberwolves, the Houston Texans of the NFL, and the Houston Astros of MLB, 50 Cent continues to expand his influence across various professional sports arenas.