Originally Posted by csufabel

In exchange for his endorsement, he and Diageo split profits 50/50.

In the first six months of 2007, before Diddy signed on, Diageo sold 60,000 cases of Ciroc. The following year, sales grew to approximately 169,000. In the full year ended June 2009, volume spiked to 400,000 cases. At the end of this year, they will increased cases sold 552% from that 60,000 case number.