50 Cent: Taking Over TV, Sports, And Now, Teaching Kids How To Hustle


Curtis “50 Cent” Jackson has been partnering with major sports franchises non-stop via his Sire Spirits company’s Branson Cognac, Le Chemin du Roi Champagne and his charity, the G-Unity Foundation, where he’s teaching kids the art and science of hustle.

The recent Emmy-winner inked a deal as the official Champagne and premium spirits partner with the Sacramento Kings in July, the Houston Texans in August, then the Houston Astros in September–just in time for a World Series champagne celebration.

MORE FROM FORBESHouston Astros Celebrate World Series Win With $388,000 Worth Of 50 Cent’s Sire Spirits

Meanwhile, the Indiana Pacers announced the partnership with Jackson’s G-Unity Foundation charity and Sire Spirits brand last month in October. “There may be a soccer team next,” Jackson said, laughing.

I laughed too, but I didn’t doubt the idea either. I spoke with Jackson via Zoom, then at a WeTV and ‘allblk’ series Hip Hop Homicides, where the network had premiered an episode on the late Magnolia Shorty.


We discussed the series, his other productions, ‘Green Light Gang’ global tour, latest sports partnerships and the work his foundation is doing. But its his charity, the G-Unity Foundation, that bares special note because it’s attached to all of his sports partnerships.

It’s attached to everything he’s doing now really. And given Jackson’s number of obligations, I asked him why its a priority.

The intent behind marketing his spirits is obvious, and his lauded dealings in television are too. But charity is selfless work when done right.

Plus, it takes time, interest, and attention. It’s easier to go the Bezos route and give the money for others to dish out. So I asked Jackson about his motivation for giving back.

Charity and Legacy, According To Curtis Jackson

“This is legacy,” Jackson said. “I’ve had kids have perfect attendance to the program that had days they didn’t feel good enough to go to school, but they made it to the program after school.”

“There’s a benefit to you just being in attendance. And, rarely, they don’t show up or have it on their list of things they want to do,” he said. It’s practical, too. In Jackson’s words, the program is rooted in their “passion at the present moment.”

That, and developing the students’ ideas into something tangible and making it work for them at the moment.

Jackson pays students to show up, has brought in bankers from top lenders to listen in and detail the lending process, and has even invested in his students’ best ideas.

And his students cheer him on, too. And how could they not? Their teacher is 50 Cent, and the class subject is hustling. Case in point, Jackson received a philanthropic award recently, and several kids from the program attended the ceremony.

“It’s exciting for me. They’re not my biological kids, but they’re my kids.”

Watch my Zoom interview with 50 Cent below.