Football and hip-hop merge this weekend when 50 Cent takes over the pre-game show on “FOX NFL Sunday.” To promote his appearance, Coach Curtis shares some words of wisdom in a new video spot.

“When you’re on top, you can always count on people trying to bring you down,” says 50 as his single “New Day” plays in the background.

Outfitted in a suit in a corporate boardroom, the G-Unit mogul gives the players a pep talk. “Can’t nobody touch you. Don’t forget, many men are scheming to bring you down,” says Fif. “In this game, everybody wants to wear the crown.”

50 will kick off the show this Sunday at 12 p.m. EST.

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50 Cent is notorious for his beefs with Rick Ross, Ja Rule, and Fat Joe. Now the G-Unit mogul has set his sights on a new target: French Montana.

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After rocking with Alicia Keys and Dr. Dre on “New Day,” 50 Cent drops a new song off of his upcoming album Street King Immortal. The G-Unit mogul, who shared the stage with longtime rival Fat Joe at the BET Hip Hop Awards, takes it to straight the bedroom, while the Bay Area icon delivers a nasty verse.

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Gunplay hates 50 Cent and he’s letting the world know that he tried to beat up the G-Unit honcho at the BET Hip Hop Awards over the weekend. The Triple C’s member called into “TMZ Live” today and recounted details of the fight that eventually got him maced in Atlanta.

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While Rick Ross and Young Jeezy were brawling backstage, 50 Cent and Fat Joe were making peace onstage. The notorious rivals squashed their beef at the BET Hip Hop Awards.

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“I’m back! I’m getting in the groove of things,” said 50 Cent during his return visit to Angie Martinez’s show on Hot 97 on Thursday.

Despite the recent death of his manager Chris Lighty, the G-Unit mogul is moving forward with plans to release his fifth album Street King Immortal on November 13.

Since Lighty’s passing, he’s had to pick up the pieces and take his career into his own hands. He is also skeptical of reports that the Violator founder committed suicide and that he owed $5 million.

As he gears up for his first gig as a boxing promoter this fall, 50 is also getting ready to shoot a video for his first single “New Day” with Alicia Keys. He cleared up the confusion surrounding the song, which will appear on his album as well as Alicia’s Girl on Fire.

Fif also championed “I Don’t Like” rapper Chief Keef. “Interscope was thinking about dropping him,” he said of the Chicago teen. “You can’t drop him. That’s what hip-hop culture is. It’s an opportunity for you to make it from anywhere.”

Read highlights and listen to the full interview below.

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Lauryn Hill, 50 Cent, Diddy, and Nick Cannon gathered to pay their respects to Chris Lighty at a memorial service in New York City on Wednesday.

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50 Cent gets plenty of one-on-one action in the tantalizing video for “Definition of Sexy,” the Havoc-produced cut off his mixtape 5 (Murder by Numbers). The hip-hop mogul, who will release his album Street King Immortal in November, sings his woman’s praises as she flaunts her voluptuous body. Feast your eyes on the arousing visuals.

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