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Rapper Sean Diddy Combs to market Diageo vodka brand

Published:  23 July, 2008

US rapper Sean Diddy Combs could net more than $100million (49m) after agreeing a deal with Diageo that will see him market the drinks company's US vodka brand.

The US star has signed an agreement with Diageo, The Telegraph has reported, under which he will take the lead on brand management for Croc vodka.

Diageo said in a statement: "This exclusive US multi-year collaboration, which calls for a 50/50 profit split, is a first for the drinks industry and could be worth more than $100m for Combs."

Diddy is expected to boost Croc luxury profile.