Sacramento Kings and Curtis “50 Cent” Jackson Ink a Multi-Year Partnership

Sire Spirits Becomes the Official Premium Champagne Partner and Proud Spirit Partner of the Kings 

G-Unity Foundation to Collaborate with Kings Foundation in Investments to Youth

Today, the Sacramento Kings announced a multi-year partnership with Grammy award-winning musician, two-time New York Times best-selling author, executive producer, entrepreneur and philanthropist Curtis “50 Cent” Jackson, his premium wine and spirits company Sire Spirits LLC and his charity, the G-Unity Foundation.  

Continuing the Kings efforts to lift up and support diverse companies, Sire Spirits, a black-owned business, becomes the official premium champagne partner with their award-winning Le Chemin du Roi (fittingly translated as The Kings Path), a proud spirits partner with their award-winning Branson Cognac and presenting sponsor of one of Golden 1 Center’s largest premium clubs, Rush, serving courtside and season ticket members. The club “Rush by Sire Spirits” will feature a breathtaking 500 bottle Le Chemin du Roi Champagne Wall. 

“We are thrilled to partner with Curtis and bring Sire Spirits to Golden 1 Center for our fans and guests to enjoy,” said Sacramento Kings Owner and Chairman Vivek Ranadivé. “This partnership continues the Kings commitment to supporting diverse entrepreneurs and aligns our shared passion for providing youth with the tools and opportunities they need to succeed. I am excited to work together to support the Sacramento community.”

“I did this deal after meeting with Vivek Ranadivé and learning how he and the entire Kings organization genuinely shares my philosophy of promoting conscious capitalism,” said Curtis “50 Cent” Jackson. “I very much look forward to meeting the Kings fans and expanding the reach of my G-Unity Foundation and spirits brands in and around the city of Sacramento.” 

As part of this partnership, Jackson’s G-Unity Foundation will team up with the Sacramento Kings Foundation to deeply invest in Sacramento youth throughout the season, including providing scholarships as part of the team’s mentorship efforts. Founded by Jackson in 2003, the G-Unity Foundation supports programs that foster social and leadership skills in young people living in cities nationwide. Later this week, the two foundations will host a dinner for Kings and Queen Rise Co-Ed Youth Sports and Mentoring League players and coaches featuring a conversation between Jackson and Kings TV Play-by-Play Announcer and Host of Kings Pregame and Postgame Live Kyle Draper focused on Jackson’s career path and the G Unity Foundation. The event will also include a performance by the 916 Crew, games and giveaways for the youth.

During the season, Jackson plans to host high school students for a Kings game in an exclusive suite, participate in a sweepstakes for a road trip meet and greet and take part in an episode of Beyond the Paint, a Kings series that explores the cross section of sports, culture and social issues to share varying perspectives and experiences. Jackson will also work with the Sacramento Kings to create live entertainment experiences at Golden 1 Center.

Earlier this month, Jackson met with Kings rookies and took in a game with Ranadivé during Summer League in Las Vegas. View a video of “50 Cent” and his time with the team HERE.

Jackson was represented in this deal by his General Counsel Stephen J. Savva and Mark Passler of Akerman, LLP.

To learn more, visit Kings.com.