50 Cent continues to expand his empire as his cognac company, Sire Spirits, has partnered with the NFL's Washington Commanders. The multi-year deal will see Sire's Branson Cognac become the team's official cognac, while Le Chemin Du Roi will be their official champagne.
50 Cent Announces New Partnership
In an Instagram post on August 21, 50 Cent announced the partnership, expressing his excitement about teaming up with the Commanders:
“I’m excited that Sire Spirits is growing its presence in the NFL by partnering with the Washington Commanders.” He continued, “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.”
The Commanders, who are under new ownership, are equally thrilled about the collaboration, believing it will enhance the gameday experience for their fans. Commanders president Jason Wright shared a statement on the 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.”
50’s Power Moves
Beyond the business venture, the rap legend-turned-business mogul’s G-Unity Foundation, which supports programs promoting social and leadership skills for children in inner cities, will also be working with the Washington Commanders Charitable Foundation. Together, they aim to support expanded community initiatives in Washington, D.C., as well as in Maryland and Virginia communities.
This partnership adds the Commanders to an impressive list of professional sports teams Sire Spirits has collaborated with, including the Houston Texans, Houston Rockets, Minnesota Timberwolves, Indiana Pacers, Sacramento Kings, Houston Astros, and Vegas Golden Knights.
50 Cent: The Businessman
While 50 Cent continues to make strides in the beverage industry, his brand has encountered legal disputes.
A settlement was recently reached between the rapper-turned-mogul, Branson Cognac and E. Remy Martin & Co. Remy Cointreau. The lawsuit accused Branson Cognac of intentionally copying the Centaure de Diamant bottle design. However, the terms of the settlement were kept private.
Additionally, 50 Cent’s champagne, Le Chemin du Roi, has been making waves in the wine industry. It was awarded Grand Champion for “Best of Show” at Houston’s 20th Annual Rodeo Uncorked! International Wine Competition in February 2023. The champagne was auctioned off after its victory for an impressive $325,000.
Jay-Z’s Roc Nation Partners With Italy’s Serie A
The partnership between 50 Cent’s Sire Spirits and the Washington Commanders reflects the growing trend of celebrities collaborating with sports teams to expand their brands. Most recently, rap legend Jay-Z partnered with Italy’s Serie A soccer league through his company, Roc Nation Sports, to increase the league’s brand and presence in North America.