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50 Cent is continuing his NBA takeover as his Sire Spirits company has just formed a partnership with the Orlando Magic.
On Wednesday (January 31), the team announced a “multiyear partnership” with 50 and his company to make Sire the “official spirit” of the team.
“The Magic are thrilled to team up with Sire Spirits and we welcome them to our partnership family,” said Magic Senior Vice President of Global Partnerships J.T. McWalters. “As two companies that are committed to excellence, we look forward to growing this partnership and connecting both of our brands in support of our local community.”
50 celebrated the deal on Instagram. He captioned a post about it: “what you doing 50? Working.”
The Magic are the fifth NBA franchise to partner with Sire, following similar deals with the Minnesota Timberwolves, Indiana Pacers, Sacramento Kings and Houston Rockets.
The terms of the Magic deal include company-themed bars and lounges at the team’s Kia Center arena; in-arena digital signage during all Magic home games; and co-branded digital and social content. It will also feature “community initiatives” involving 50’s G-Unity foundation.
50 Cent founded Sire Spirts in 2014. The company produces Le Chemin du Roi Champagne and Branson Cognac. In addition to pro basketball, the company has also made inroads into the NFL with the Washington Commanders, New Orleans Saints and Houston Texans; and into Major League Baseball with the Houston Astros.
It hasn’t been all glamorous sports partnerships for Sire Spirits over the years. In 2022, the company’s former brand manager was accused of embezzling millions of dollars by reaching under-the-table agreements with distilleries. Mitchell Green eventually pleaded guilty to wire fraud charges in federal court.
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Philip Sellinger, U.S. attorney in the District of New Jersey, said of the crime: “Though he was supposed to negotiate the best deal possible for his employer, Green set up secret side deals to inflate what his employer paid so that he could reap millions of dollars in kickbacks.”
Additionally, the courts issued an award of $6 million in favor of Sire Spirits against Green, which included pre-judgment interest, attorney’s fees, arbitrator compensation and other fees.
Green challenged this ruling and tried to have the award vacated, but the court denied his request. The court then added $89,305.50 in attorney’s fees.
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