To Diddy, it’s all about the vodka… and, of course, the Benjamins. The hip-hop mogul has signed a multi-year, potentially $100 million dollar deal to develop the Ciroc vodka brand, one of Diageo PLC’s superpremium lines, for a whopping 50-50 share in the profits! Now that’s how you negotiate, people!

This shows the power of celebrity “branding.” Using there own name to boost sales for products in which they have a vested interest. Jay-Z does it with Budweiser and remember 50 Cent and his Vitamin Water.

Diageo said the agreement could be worth more than $100 million for Combs over the course of the deal, depending on how well the brand performs. Diddy told the press:

“It is not an endorsement deal. This is something that will have my daily attention.”