Houston Astros announce partnership with Curtis "50 Cent" Jackson's Sire Spirits

Multi-year agreement will include partnership between the Astros Foundation and The G-Unity Foundation

September 22nd, 2022

HOUSTON, TX - The Houston Astros today announced a multi-year partnership with Grammy and recent Emmy Award-winning musical artist, two-time New York Times best-selling author, executive producer, director, entrepreneur, philanthropist and Houston resident Curtis “50 Cent” Jackson, his premium wine and spirits company Sire Spirits LLC and his charity, The G-Unity Foundation. This multi-year partnership will mark the first Official Partnership between Sire Spirits LLC and an MLB franchise.

The partnership will highlight Jackson’s award-winning Branson Cognac and Le Chemin du Roi Champagne brands during the Astros regular season with several elements, including:

•            Branson Congnac will be recognized as the “Official Cognac of the Houston Astros.”

•            Le Chemin du Roi (directly translated as “The King’s Path”), will be recognized as the “Official Premium Champagne of the Houston Astros.”

•            The Club Level Bar at Minute Maid Park will be rebranded in 2023 as the “Sire Spirits Bar”.

•            Sire Spirits will also rebrand Suite 1 to the “Sire Spirits/50 Cent Suite in 2023. While the Sire Spirits branded suite will be used by Jackson year-round, it will be made available to fans for select games, and charitable uses.

•            Product placement and samplings, specialty craft cocktails and signage throughout Minute Maid Park.

•            Usage of Houston Astros logos in approved marketing areas.

•            Rotational Home Plate signage.

“The Astros are proud to partner with Curtis and his team to offer Sire Spirits to our fans visiting Minute Maid Park,” said Jeff Stewart, Astros Vice President, Corporate Partnerships. “Both organizations share a common goal of giving back to our community, so teaming up with Curtis’ spirit company and charity to invest in the City of Houston just made sense. We are excited for this partnership, and I look forward to visiting the rebranded Club Level Bar next season.”

As part of this partnership, Jackson’s G-Unity Foundation will work closely with the Astros Foundation. Included will be the formation of a Leadership Series Program, which will be for teens and will focus on character development, risk analysis and decision making, leadership skills and communication skills. Additionally, a junior golf tournament for G-Unity Kids and a Celebrity Fundraising Le Chemin Roi Champagne and Wine Dinner at Potente Restaurant are also in the plans.  The G-Unity Foundation will also receive a portion of the proceeds from two of the Astros Foundation’s Share 2 Care 50/50 raffles, which are held during Astros home games.

“I am especially proud and excited about our first Major League Baseball deal with The Astros,” Jackson said. “We share the same philosophy of conscious capitalism. I look forward to providing the opportunity for at-risk teens to experience the excitement of attending a baseball game in a luxury suite setting at Minute Maid Park.” 

In 2021, Jackson announced the G-Unity Business Lab with the Houston Independent School District. The after-school entrepreneurship program, which enrolled 75 students from Wheatley, Worthing, and Kashmere high schools, offers at-risk students the chance to learn core business values and teaches practical skills to develop business ideas with input from area business leaders, professional sports athletes, Fortune 500 Companies and a wide range of visiting professors, including Jackson. This year, HISD Superintendent Millard House II announced the expansion of the program to Booker T. Washington, Jack Yates and James Madison high schools, doubling the size of the program to six schools and 150 teens. 

Jackson has also been especially active in contributing to and participating in various community outreach programs, including the NAACP Toy Drive, Houston’s Christmas Eve Super Feast, the Houston Symphony, The American Cancer Society Cattle Baron’s Ball, and the Houston Livestock Show and Rodeo, which awarded Jackson’s Le Chemin du Roi Brut Champagne the prestigious Grand Reserve Champion award in 2021. More information on Jackson’s G-Unity Foundation and his charitable endeavors can be found at www.gunityfoundation.org.

This deal represents the fourth professional sports partnership announcement for Jackson’s Sire Spirits company this year and the first time a company has ever secured Official Partner Status for a Cognac and Champagne with all three MLB, NBA and NFL professional sports teams in the City of Houston. More information about Jackson’s premium spirits company, Sire Spirits, can be found at www.sirespirits.com.  Sire Spirits and Jackson were represented by their General Counsel Stephen J. Savva and Mark Passler at Akerman, LLP.