Diddy signs 50-50 deal with Ciroc Vodka
Just five years ago, Sean “Diddy†Combs asked Busta Rhymes to “pass the Courvoisier,†but these days, it is all about the vodka.
The hip-hop mogul has inked a multiyear deal in which he will 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 (€70 million) for Combs and his company, Sean Combs Enterprises, over the course of the deal, depending on how well the brand performs.
(INTERNATIONAL HERALD TRIBUNE)