In 2013, America's premier basketball league teamed up with CIROC Ultra Premium Vodka to launch "The Toast of the NBA" campaign. Hip hop mogul Sean "Diddy" Combs , who was said to oversee all branding and marketing efforts for CIROC at the time, announced this exciting partnership to the public.
"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. 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," remarked Combs, per UPROXX.
The NBA dodged a PR nightmare
If this collaboration happened today, the NBA would certainly feel the heat. The league, currently led by Commissioner Adam Silver, can breathe a sigh of relief that their "multiyear marketing agreement" with CIROC took place back in 2013, not 11 years later, considering that Combs, the face of the company at the time, has recently been hit with some serious allegations .
In early October, news broke that "P. Diddy" will likely face court in May 2025. Several lawsuits accuse the 54-year-old of wrongdoing, and the first charges included organized extortion, forced sex trafficking, fraud, and coercion. More recently, rape and sexual assault have also been added to the list.
Whether these claims prove to be true or not, they have the potential to significantly harm not only the reputation of the accused but also those who are working with him professionally.
Inside the collaboration
Back then, Combs' reputation was relatively untarnished compared to today. Given that the "I'll Be Missing You" rapper was also a prominent basketball fan, particularly of the New York Knicks, he seemed ideal to lead the partnership.
The 2003 launched CIROC vodka is made from French grapes and stems from a centuries-old winemaking and distilling tradition. UPROXX reported that both parties had high expectations for their collaboration.
"Combs and CIROC Vodka will work closely with the NBA throughout the season on and off the court to elevate key NBA lifestyle events such as NBA All-Star and the NBA Playoffs," the article explains.
This was to be achieved through social media, sweepstakes, and activations. Additionally, the league would collaborate with CIROC to "produce a series of public service announcements." These clips would "feature NBA talent and will air across multiple media platforms throughout the season." Overall, the goal was to bring to life what "Diddy" referred to as the "Art of Celebration."
Related: Sean "Diddy" Combs wanted to buy the New York Knicks in 2003: "I think I could do a good job"
Local News
Comments / 0