The Houston Livestock Show and Rodeo has announced a new sponsorship agreement with Sire Spirits for the 2024 Rodeo. Sire Spirits is owned by award-winning multi-hyphenate, Curtis “50 Cent” Jackson, who will also be performing at RODEOHOUSTON® on Black Heritage Day, presented by Kroger, on March 1, 2024.

 “Sire Spirits has built a great reputation with the Rodeo and we’re thrilled to have them on board as a sponsor for the 2024 event,” said Chris Boleman, Rodeo president and CEO. “In fact, our 2023 Rodeo Uncorked! International Wine Competition winner was Le Chemin Du Roi, a champagne that is part of the Sire Spirits portfolio.”

 As part of the sponsorship agreement, Sire Spirits will have two themed bars on the club level of NRG Stadium for RODEOHOUSTON guests to enjoy. Additionally, Sire Spirits Le Chemin du Roi award winning champagne and Branson Cognac will be presented throughout the 2024 rodeo season.

 “I am looking forward to performing on March 1st and happy to return to my new residence of Texas coming off my Final Lap Tour,” said Curtis “50 Cent” Jackson. “I am excited about Sire Spirits partnership with this years’ rodeo, prior we have helped raise over 1M dollars for the Houston Livestock Show and Rodeo charitable initiatives and I look forward to doing much more together.”

 For more information about the 2024 Houston Livestock Show and Rodeo or to purchase tickets to the event, please visit For media inquiries, please contact Shelby Pipken at [email protected].

 About the Houston Livestock Show and Rodeo

The Houston Livestock Show and Rodeo promotes agriculture by hosting an annual, family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage, and provides year-round educational support within the community. Since its beginning in 1932, the Rodeo has committed more than $600 million to the youth of Texas and education. The 2024 Rodeo is scheduled for Feb. 27 – March 17. The 2024 World’s Championship Bar-B-Que Contest, presented by Cotton Holdings, is scheduled for Feb. 22 – 24. For more information, visit and follow @RODEOHOUSTON online via Facebook, X (Twitter), Instagram and YouTube for all the latest news.