My Global Hustle

Diddy inks Ciroc vodka deal

Sean 'Diddy' Combs poses backstage at the 64th Annual Golden Globe Awards in this, Jan. 15, 2007, file photo in Beverly Hills, Calif. The rapper-turned-businessman has inked a multiyear deal in which he'll help develop the Ciroc brand, one of Diageo PLC's super-premium vodka lines, for a 50-50 share in the profits. The agreement is the latest in which a celebrity is going beyond the typical role of endorser to share in a brand's rise and fall. Diageo said the agreement could be worth more than $100 million for Combs and his company, Sean Combs Enterprises, over the course of the deal, depending on how well the brand performs. 'I will say that it is not an endorsement deal,' Combs said in an interview Tuesday, Oct. 23, 2007. 'This is something that will have my daily attention.' (AP Photo/Kevork Djansezian, file)

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Filed under: Money Matters, My Marketing Mind by !YG

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