50 Cent

Launched in 2011, the latter enterprise is aiming to seize control of the premium headset marketplace that it shares with Beats by Dre with two sports-related ventures. One is an equity ownership and ambassadorial deal, signed in December, with New York Knicks star Carmelo Anthony. The new, more surprising pact, announced Tuesday, pairs 50 Cent with Swan Racing as an associate sponsor on the stock-car team’s No. 26 and No. 30 Toyota Camrys during the 2014 and 2015 NASCAR Sprint Cup Series seasons. The new partnership will include SMS Audio branding on the two cars and on their drivers’ uniforms, as well as Swan-branded headphones featuring his wheelmen, Cole Whitt and Parker Kligerman. You can also look for 50 Cent at races throughout the season.

ESPN: 50, let’s start with the NASCAR deal. If we were playing a name association game where somebody says “NASCAR,” I’d never in a million years utter “50 Cent.” How did this venture come about?

50 Cent: [Laughs] Well, it’s collaboration between SMS and Swan Racing. I attended the Daytona 500 last year and there was so much publicity — and an awkward moment: I was saying hi to [reporter] Erin Andrews and she turned around right at the same time, and I almost kissed her. It got 10 million views online. And I enjoyed myself [at the race] and I became open to the idea. I watched it a lot on TV and hung out with [drivers] at parties, but that was the first race I actually attended.

Full Interview: ESPN

50 Cent continues to expand his empire with new partnerships. Have any of you bought SMS headphones?