Sire Spirits
Airport Pacers Courtside Club 10.11.2022

Pacers Announce Partnership with Curtis "50 Cent" Jackson's Sire Spirits


  • The Indiana Pacers and Curtis “50 Cent” Jackson partner on community and business initiatives through Jackson’s G-Unity Foundation and his premium wine and spirits company Sire Spirits.
  • Jackson’s 501(c)(3) charity, The G-Unity Foundation, will team up with the Pacers to make investments in a wide-range of youth initiatives throughout Indianapolis.
  • At Gainbridge Fieldhouse, the partnership includes Official Partner status for Branson Cognac, Le Chemin du Roi (translated as “The King’s Path”) Champagne, naming rights to the Sire Spirits ’67 Club and the new south end Balcony Level bar.

INDIANAPOLIS – The Indiana Pacers announced today a multi-year partnership with Grammy and recent Emmy Award-winning artist, two-time New York Times best-selling author, executive producer, director, entrepreneur, and philanthropist Curtis “50 Cent” Jackson, his premium wine and spirits company Sire Spirits LLC and his charity, The G-Unity Foundation. 
The partnership will highlight Jackson’s award-winning Branson Cognac and Le Chemin du Roi Champagne brands during the Pacers season with several elements, including: 

  • Sire Spirits is now an Official Spirits Partner of the Pacers with its award-winning Branson Cognac and Le Chemin du Roi Champagne becoming the official marketing partners exclusive in their respective categories. 
  • The East Sideline Club, the speakeasy situated behind the team benches, will now be known as the Sire Spirits ’67 Club.  A feature of the club will include a Le Chemin du Roi Decorative champagne wall, product samplings, and specialty cocktail offerings for club guests.
  • Sire Spirits will also brand a new bar on the south end of the Balcony Level, offering a variety of slushie drinks both with Branson Cognac as well as non-alcoholic options.
  • On the hospitality side, Jackson will become the Presenting Sponsor of Suite 50, which will include 50 Cent and G-Unity Foundation branding and memorabilia. This suite will be used by the G-Unity Foundation and the Pacers for charitable purposes, used by Jackson for business meetings and events, and it will occasionally be made available to fans for select games, events, and charitable uses.

“This partnership with Curtis “50 Cent” Jackson and Sire Spirits gives us the opportunity to deliver new world-class experiences not only to our premium guests, but to all visitors to Gainbridge Fieldhouse and the Indianapolis community, at large,” said Pacers Sports & Entertainment Chief Executive Officer Rick Fuson. “We look forward to working alongside Curtis and The G-Unity Foundation to improve the lives of our city’s young people while bringing Pacers fans Sire Spirit’s award-winning premium products.”
In addition to the in-venue elements, Jackson’s charity, G-Unity Foundation, will team up with the Pacers to invest in Indianapolis youth throughout the season. The two organizations will develop mentoring programs, a youth advisory council, and other initiatives aimed at strengthening the community and enhancing opportunities for city youth. Jackson will also assist the Pacers in helping to promote the Pacers’ charitable in-game “50/50 Raffle” to increase participation. 
“What impressed me most about the Pacers organization was its firm commitment to the community which will allow me to extend my charitable efforts into Indianapolis. I am also excited to have my brands featured at one of the countries newest premiere entertainment venues. I’m excited to be a part of the new development that Gainbridge Fieldhouse will bring to the city of Indianapolis. I look forward to meeting and spending time with the fans.”
The partnership announcement comes as Phase 3 of the Fieldhouse of the Future project, the second-largest renovation project in the history of the NBA, comes to a close. The $360 million project includes exciting new amenities and experiences for guests to Gainbridge Fieldhouse, the most widely-used live entertainment venue in Indiana.