Pretty soon, the phrase #GettheStrap will move beyond the confines of 50 Cent’s social media accounts. The rapper and entrepreneur, birth name Curtis Jackson, has entered a partnership with Bellator MMA that includes a new clothing line and his champagne brand Le Chemin du Roi.
Bellator, a huge California-based MMA promotions company owned by Viacom, wants 50 Cent’s catchphrase to be the model for an “edgy” global apparel line, with a “distinctive attitude,” the company shared via a press release.
“We are thrilled to partner with such a legendary icon who has been a friend to the Bellator family for quite some time. The ‘Get The Strap’ apparel line is just the beginning of many joint ventures we will explore together,” said Scott Coker, President of Bellator MMA.
For 50, this is a lucrative deal. Aside from clothes, his champagne brand is getting some love by being “fully integrated into Bellator events from in-arena signage to mat placements and more.” But the extensive doesn't stop at products. 50 teases his future plans to enter the management and production side of the world of MMA.
“Bellator has a roster filled with some of the most charismatic athletes in the world,” he said. “As my relationship with Bellator deepens, you will see me moving into fighter management opportunities that will allow me to integrate top stars into both scripted and unscripted projects across the Viacom networks, as well as the other outlets I have access to.”
Earlier this year, 50 teased that he sold the "Get The Strap" catchphrase to Bellator for $1 million. HipHopDX reported the two were in talks, but their source didn't disclose the exact amount for 50/Bellator's deal. While this latest announcement confirms their partnership, it is still unknown how much 50 sold "Get The Strap" for.
Stay tuned for more on the forthcoming #GettheStrap merch, and 50’s new venture into mixed martial arts.