NBA basketball franchise the Phoenix Suns has entered into a multi-year partnership with vodka brand Effen.
As part of the agreement, a new Effen Vodka Lounge has been opened at Talking Stick Resort Arena, the team’s home venue. Rapper 50 Cent, who has invested in and is the face of Effen, was present for the lounge’s official opening.
Over the course of the season, the lounge will feature appearances from 50 Cent himself, as well as Effen promotional models and various DJs.
“An integral piece of our game-night experience involves high-end hospitality areas where fans can socialise and celebrate, while enjoying NBA basketball,” Jason Rowley, Suns president, said. “Through this new partnership with Effen Vodka, the Effen Vodka Lounge will become the place to be in downtown Phoenix on Suns game nights.”