Sire Spirits, LLC, Curtis Jackson’s premium wine and spirits company, has signed a multi-year partnership with the NBA’s Houston Rockets franchise. The 50 Cent Houston Rockets deal is the first for his new liquor company with an NBA franchise. Previously, he secured a deal with the NY Mets for his Effen Vodka brand. While 50 is no longer affiliated with Effen, Sire Spirits is the latest 50 Cent venture.
The Houston Rockets will bring Jackson’s Branson Cognac and Le Chemin du Roi Champagne to the Toyota Center during Houston Rockets games and events via Sire Spirits-themed bars, a court-side section, a private suite (which will belong to Jackson), and a restaurant. Per the NBA release, the Red & White Wine Bistro at the Toyota Center will become the Sire Spirits Bar & Restaurant.
In a statement regarding the partnership, Curtis Jackson reveals that he moved to the city of Houston in January of 2021. This deal has been in the making ever since and involves not just the Sire Spirits at the bars, but also ties between charitable organizations and community partnerships.
50’s charitable organization, G-Unity Foundation, is working closely with the Rockets’ Clutch City Foundation for community initiatives.
“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.”
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