In October 2007 he started a potentially lucrative project with Diageo plc and its Ciroc Vodka brand. The difference between this deal and the usual celebrity endorsement of a product is that Sean Combs will take part in the marketing and development of the Ciroc brand of vodka for a 50% share of the brand's earnings.

This is estimated to be worth around $100,000,000 to Combs and his company Sean Puff Daddy Enterprises, during the life of the contract. The final figure, of course, depends on how well the Ciroc brand performs.