Oct 29, 2007 6:06 AM, PROMO Xtra

Rapper Sean “P.Diddy” Combs has signed a partnership with spirit maker Diageo PLC to promote the company’s Ciroc Vodka in the U.S., in return for 50% of the profits from the brand.

The performer announced the deal in London, where Diageo is based. The company said the arrangement could be worth more than $100 million to Sean Combs Enterprises, depending on the performance of the super-premium Ciroc brand.

Combs said in a press interview that he had considered introducing his own vodka line but was impressed with the Ciroc brand, which is infused with French grapes.

He also said he would take an active interest in promoting the spirits. “I’m not just a celebrity endorser,” he said. “I’m a luxury brand builder.”

The artist, who serves as CEO of record company Bad Boy Worldwide Entertainment and markets his own lines of clothing and fragrance, said he will devote part of his midtown Manhattan marketing office to the Ciroc brand.

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