NHL fans' confusion over 50 Cent hyping up the Las Vegas crowd ahead of the Golden Knights' Stanley Cup triumph over the Florida Panthers on Tuesday has been explained, with the rapper's spirit company landing a deal with the franchise.
The Golden Knights won 9-3 on the night and 4-1 across the series to seal the franchise's first Stanley Cup since its arrival in the NHL for the 2017-18 season. And before clinching victory, rapper 50 Cent was at the Las Vegas' T-Mobile Arena to help get the crowd going.
The New York native donned a sparkly Golden Knights jersey and hat. Fifty Cent then cranked the team's patented siren with Vegas' mascot Chance, a Gila monster.
The arena erupted as expected, but it didn't stop NHL fans from being perplexed by 50 Cent's presence. "Why is he at the Stanley Cup [crying emojis]?" one fan said on Twitter. Another added: "50 is from NY but lives in Houston. Please tell me how he’s a Vegas fan."
Well, there's an explanation for 50 Cent donning Golden Knights gear from head to toe. His spirits brand has a new partnership with the Golden Knights. A multi-year deal was announced on Wednesday.
Fifty Cent's Sire Spirits, which makes Branson Cognac and Le Chemin du Roi Champagne, will now be the official cognac and champagne of the Stanley Cup champions. His brand will have exposure at the NHL franchise's arena and on its digital platforms.
The Golden Knights roster also celebrated with 50 Cent's booze in the locker room following the series-clinching win over the Panthers. The partnership isn't just about alcohol, though, with 50 Cent's G-Unity Foundation teaming up with the Golden Knights' foundation to help the community in Sin City.
"I'm excited for Sire Spirits to close its first NHL partnership deal with the Vegas Golden Knights," said 50 Cent. "Branson Cognac and Le Chemin du Roi Champagne are championship brands for winning teams. Bill Foley and his entire team know how to win and are the perfect partners for my brands and for me to extend my charitable efforts in the Las Vegas community through the G-Unity Foundation. Hockey is an exciting sport and Las Vegas is a top market for entertainment. I look forward to working closely with the entire Golden Knights Organization."
Kerry Bubolz, President, and Chief Executive Officer of the Golden Knights, added: "We are excited to welcome Curtis '50 Cent' Jackson and Sire Spirits into the VGK Family. Our hope is that through this partnership we continue to diversify the hockey fan base in efforts to grow the game for everyone."
