What started out as a cheap gimmick for the bankrupt rapper suddenly has turned into pure gold. Cash4Gold, the growing company that buys your cheap gold teeth, jewelry, etc. has grown substantially in the past two years partly due to Hammer’s now famed Superbowl commercial (view commercial here). Hammer was paid a flat fee for his participation but now Cash4Gold has brought Hammer on as a full equity partner.

Similar to Ciroc’s deal with Diddy, as an equity partner Hammer will have a much more invested interest in promoting the company as the success of the company is directly tied to how much the company is worth. Since he now owns part of the company vs. just being paid for services, this could be the deal that gets Hammer living a lifestyle worthy of Hammer Pants.

“Our Super Bowl commercial with MC Hammer kicked off a long-standing friendship and business relationship which we look forward to continuing, whether we are working hard together, playing hard or giving back to the community through charitable work,” Cash4Gold CEO Jeff Aronson said.

Cash4Gold and Hammer will celebrate their new partnership with a lavish Super Bowl party held at the Cash4Gold vaults where the gold is melted. Also expect another Hammer Super Bowl ad your way. It’s great to see Hammer back in the entrepreneurial swing of things after his much publicized financial downfall.