50 Cent has leveled up once again within the entrepreneurship domain, as his Sire Spirits LLC inks a new NBA partnership with the Houston Rockets.

According to Forbes, the multi-year alliance marks 50’s first major sports deal, a deal that will brand his Branson Cognac and Le Chemin du Roi Champagne throughout the Toyota Center.

The wine and spirits brands will appear via Sire Spirits-themed restaurant, a private suite owned by Fif, a court-side section, and multiple bars in the arena. Forbes reports that the Red & White Wine Bistro at the Toyota Center will rebrand as the Sire Spirits Bar & Restaurant.

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The partnership doesn’t cross the finish line quite right there. Fifty’s G-Unity Foundation will join forces with the Rockets on community programs.

The business mogul sat courtside at the Toyota Center for the Rockets and Phoenix Suns game on Wednesday night (March 16). According to the Houston Chronicle, Fif was courtside in conjunction with his partnership with the Rockets.

In May 2021, the G-Unit founder announced ‌he made his official move from New York to Houston, stating, “I Love NY, but I live in Houston now. I’ll explain later.”

In retrospect, his move to Houston is making more sense now than ever. With his Power Universe absolutely dominating the ratings on the STARZ network, he’s tapping into a different target audience to expand his branding sense.