50 Cent Turned Water Into $100 Million—You Won’t Believe How He Did It

Curtis “50 Cent” Jackson is best known for his chart-topping rap anthems and electrifying persona, but one of his greatest successes happened far away from the stage. In a deal that’s become legendary in both hip-hop and business circles, 50 Cent’s investment in Glacéau’s Vitaminwater turned a thirst for opportunity into an estimated $100 million windfall—proving that smart moves can be just as lucrative as hit records.

It began in October 2004 when 50 Cent, already a global music star, discovered Vitaminwater at a gym in Los Angeles. Impressed by its taste and potential, he did more than sign on as a celebrity endorser—he negotiated a minority stake in Glacéau, the company behind the beverage. The partnership was more than a vanity deal: 50 Cent helped develop a grape-flavored drink called “Formula 50,” lending his image, lyrics, and hustle to Vitaminwater’s meteoric rise.

The results were extraordinary. With 50 Cent as the face of the brand, Vitaminwater’s sales surged from $100 million to $700 million within three years. His influence turned the drink into a cultural phenomenon, and his business instincts positioned him perfectly for what came next.

In May 2007, Coca-Cola acquired Glacéau for $4.1 billion, a blockbuster sale that made headlines across Wall Street and the music industry alike. While the exact terms of 50 Cent’s payout remain confidential, multiple reputable sources—including Forbes, Yahoo Finance, and Business Insider—estimate his earnings from the deal at around $100 million. Some reports suggest a possible range between $60 million and $400 million, but $100 million is the most frequently cited and widely accepted figure.

What sets 50 Cent’s Vitaminwater deal apart is not just the size of the payday, but the strategy behind it. Rather than settle for a one-time endorsement fee, he secured equity and employee stock options—showing a rare level of financial foresight among entertainers at the time. His approach inspired a wave of similar deals in the music and sports worlds, changing how celebrities think about branding and wealth creation.

Even as rumors swirled about the exact numbers, 50 Cent remained focused on the broader significance of the deal. “It wasn’t about how much I made,” he told journalists. “It was about the fact that I was part of something huge.”

Today, 50 Cent’s Vitaminwater play stands as a masterclass in celebrity entrepreneurship. It’s a reminder that in business, as in music, those willing to bet on themselves—and back it up with hustle and vision—can transform a single opportunity into a generational success.