50 Cent's wine and spirits company, Sire Spirits, has inked a multiyear deal with the Sacramento Kings to become their official premium champagne partner. The partnership will also include his charity organization, the G-Unity Foundation. Specifically, the Kings will feature 50's award-winning Le Chemin du Roi (translated as The Kings Path), "a proud spirits partner with their award-winning Branson Cognac and presenting sponsor of one of Golden 1 Center’s largest premium clubs, Rush, serving courtside and season ticket members."

Sacramento Kings Owner and Chairman Vivek Ranadivé said he's excited about the partnership in a statement on the Kings' website.

“This partnership continues the Kings' commitment to supporting diverse entrepreneurs and aligns our shared passion for providing youth with the tools and opportunities they need to succeed," he said. "I am excited to work together to support the Sacramento community.”

50 said he's excited about the idea of promoting "conscious capitalism."

“I did this deal after meeting with Vivek Ranadivé and learning how he and the entire Kings organization genuinely shares my philosophy of promoting conscious capitalism,” he said. “I very much look forward to meeting the Kings fans and expanding the reach of my G-Unity Foundation and spirits brands in and around the city of Sacramento.” 

To that end, the G-Unity Foundation, founded in 2003, will team up with the Sacramento Kings Foundation to "deeply invest in Sacramento youth throughout the season" via scholarships and mentorship.