CIROC partners with NBA

Hip hop mogul Sean "Diddy" Combs has elevated his empire to another level. Diageo, the world's leading premium drinks business, just announced their partnership with the NBA.

CIROC Ultra Premium Vodka and the NBA have officially entered a multiyear marketing agreement. The team also unveiled "The Toast of the NBA" campaign Nov. 20.

As part of their agreement, CIROC Ultra Premium will be responsible for providing the drink of choice at celebrations with NBA fans nationwide. Diddy will lead the campaign.

"I've been a fan of the NBA all my life and am excited to build a greater relationship for CIROC Vodka with this growing entertainment platform," said Diddy, who oversees all branding and marketing for CIROC. "Life is filled with moments of celebration and nothing brings people together in celebration quite like sports. With CIROC I hope to elevate these moments and help champion social responsibility among fans."

Press releases say that Diddy and CIROC Vodka will work closely with the NBA to heighten NBA events centered on lifestyle, like NBA All-Star and the NBA Playoffs.

Diddy has a vision of bringing together what he calls the 'Art of Celebration' by incorporating social media programming, consumer sweepstakes and other things of that nature. The duo will begin working on a series of public service announcements, with videos showcasing NBA talents.

"Our new partnership with Diageo and CIROC Ultra Premium Vodka will elevate celebratory moments around our game and champion responsible decision making," said Mark Tatum, NBA Executive Vice President, Global Marketing Partnerships. "We look forward to working with a company like Diageo, which has a long history of finding fun and engaging ways to promote responsibility to adults around the world."