Diddy Makes More Millions

Diddy has signed a multi-year contract to promote vodka. He will push Ciroc vodka for a 50 percent share of any profits. Combs will be responsible for marketing the brand.

He says, "I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder." The new deal could be worth more than $100 million for Combs, depending on how well everything goes. Diddy says, "It is not an endorsement deal. This is something that will have my daily attention." Serious. It's his new girlfriend.

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