Ciroc Deal Looks Set To Make Millions For Diddy.

American hip hop star Sean Combs, also known as Diddy, P. Diddy, Puffy, Puff Daddy, has now changed his name Diddy and all the other nicknames and stage names are no longer in use, except in

New Zealand and UK where the star is still known as P. Diddy because of a legal wrangle with another performer called Richard Diddy Dearlove.

Sean Combs is a rapper, performer, producer and writer with his own record label, clothing lines and two restaurants. He is one of the wealthiest hip hop stars ever and was estimated to be worth $346 million in 2006.

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.