Oct. 24 - Diageo PLC entered a multi-year pact with entertainer Sean "Diddy" Combs to co-market Ciroc vodka in the U.S. for a 50/50 share of future profits.
Combs, chief executive of Bad Boy Worldwide Entertainment Group, will take the lead on brand management decisions and may earn more than $100 million from the deal, said the New York-based spirits company Diageo.