Bellator MMA, a global combat sports leader owned by Viacom, has joined forces with entertainment superstar and business mogul Curtis “50 Cent” Jackson on an extensive partnership and licensing deal featuring a new apparel line based on his popular “Get The Strap” trademark and integrating his elite champagne brand, Le Chemin du Roi in future Bellator events.

Leveraging his viral “Get The Strap” moniker, Bellator and Jackson will launch a global apparel line that will be fashionable and edgy, with a distinctive attitude.

“I am excited to partner with the Bellator Viacom franchise,” 50 said in a statement. “Mixed martial arts yields some of the most action-packed events in the world. I’m excited for people to see how I plan to shake up MMA with the integration of my ‘Get The Strap’ trademark.”

Also, Jackson’s popular new champagne, Le Chemin du Roi, will become fully integrated into Bellator events from in-arena signage to mat placements and more.

“Bellator has a roster filled with some of the most charismatic athletes in the world,” adds Jackson.  “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.”