News: Diddy Throws Up The CI-ROC, Lands Mega Sports Deal

Thursday, Nov 21, 2013 11:55AM

Written by Biz Jones

Bad Boy Records CEO Diddy's recent launch of Revolt TV isn't enough for Puff Daddy as reports claim the Forbes Hip-Hop Cash King has landed a huge deal for CIROC Vodka and the National Basketball Association.

While details are still coming together, a new partnership appropriately titled "The Toast of the NBA" is in the works.

Sean "Diddy" Combs just keeps on winning. CIROC Ultra Premium Vodka and the National Basketball Association (NBA) announced a multiyear marketing agreement today. The campaign will be called "The Toast of the NBA." Led by Sean Combs, CIROC will lead the charge on responsible drinking with NBA fans nationwide. This announcement indicates a larger partnership entered into with the NBA by Diageo, the world's leading premium drinks business and parent company of CIROC, making Diageo the exclusive spirits partner of the league. (XXL Mag)

The joint venture will also seek alternative ways to spark social interest.

Combs, CIROC and the NBA will work together throughout the season, both on and off the court, on how to probably celebrate which P. Diddy calls the 'Art of Celebration.' The purpose of the partnership is to elevate key NBA lifestyle events such as NBA All-Star and the NBA Playoffs with fun and engaging social media programming, consumer sweepstakes and activations. The NBA and CIROC will also produce a series of public service announcements videos which will star NBA talent. (XXL Mag)

Diddy has added to his legacy and bank account with his overnight success in being behind Ciroc.

"Number one is Diddy at $550 million. He's number one, far and away from everybody else mainly because of Ciroc," editor Zack O'Malley Greenburg said in an interview. "He's got this incredible deal backed by beverage giant, Diageo. He gets a huge cut of profits and he's entitled to a split in profits of any sale of the brand. Second up we have Jay-Z. Jay-Z's one of the only artists whose making a lot of music actively. He released Watch the Throne last year -- so Jay-Z's right up there." (Forbes)

Puff's fellow rap star pal Drake recently landed a high-ranking position with the NBA's Toronto Raptors.

The hip-hop star will also launch a clothing line in conjunction with the team. Most intriguingly, he is being asked to consult on a complete redesign of the club's image to coincide with the 20th anniversary of the franchise in the 2014-15 season. According to sources at MLSE, everything about the team is on the table . . . aside from the name. Give up your Huskies dreams. MLSE and Drake are sticking with dinosaurs. Going forward, this will be more than a business arrangement. It would be wrong to call what comes next a renaissance. That would imply that the Raptors have a legacy to build on. After 18 years, all they have is one playoff series win and Vinsanity to draw from. That's it. It's within Drake's power to change that. (The Toronto Star)

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