Is 50 Cent Replacing Diddy as Cîroc Brand Ambassador?

The fallout from the lawsuits Sean “Diddy” Combs faces is a continued talking point amid a host of allegations leveled against the music mogul.

Combs has faced several legal battles in recent months, with lawsuits accusing him of sexual assault and trafficking. Investigators with the Department of Homeland Security executed search warrants at properties belonging to Combs in Miami and the Holmby Hills suburb of Los Angeles on March 25.

The raids were reportedly tied to sex-trafficking allegations leveled by different plaintiffs, the Associated Press reported, citing law enforcement sources.

Homeland Security Investigations said in a statement that it had “executed law enforcement actions as part of an ongoing investigation, with assistance from HSI Los Angeles, HSI Miami, and our local law enforcement partners.”

50 Cent and Sean "Diddy" Combs
Curtis “50 Cent” Jackson is pictured left on July 26, 2019 in Beverly Hills, California. Sean “Diddy” Combs is pictured right on November 5, 2017 in Beverly Hills, California. A report has claimed that 50…

Rich Fury/Getty Images;/Michael Tran/FilmMagic

In response to the raids and subsequent media coverage, Combs’ attorney, Aaron Dyer, told Newsweek in an email on March 26: “There is no excuse for the excessive show of force and hostility exhibited by authorities or the way his children and employees were treated. Mr. Combs was never detained but spoke to and cooperated with authorities.

“This unprecedented ambush—paired with an advanced, coordinated media presence—leads to a premature rush to judgment of Mr. Combs and is nothing more than a witch hunt based on meritless accusations made in civil lawsuits. There has been no finding of criminal or civil liability with any of these allegations. Mr. Combs is innocent and will continue to fight every single day to clear his name.”

The Claim

Amid speculation over how the allegations will affect Combs’ career, Media Take Out reported on April 2 that rival rapper 50 Cent had been eyed to replace him as brand ambassador for premium alcoholic beverage brand Cîroc.

According to the news outlet, 50 Cent—whose given name is Curtis Jackson III—was the company’s initial first choice to promote Cîroc back when Combs first signed his deal with parent company Diageo 17 years ago. The company cut ties with Combs in 2023; he lost ownership of Cîroc in January 2024.

“Back in 2007, 50 Cent was our initial top choice as brand ambassador,” Media Take Out quoted an unnamed “high level” executive as saying. “But Diddy came in and stole the deal away. Many in the company always thought that 50 would be the better fit.”

The website further reported that the company’s team was putting together a deal to get 50 Cent on board, citing his constant promotion of his own brands.

“50 promotes the brands he’s with in every way,” the purported executive said. “Look at his tweets [or Instagram] posts, they always end with the companies he’s promoting.”

“In Da Club” hitmaker 50 Cent appeared to lean into the speculation on Wednesday, when he shared a screenshot of the article on X, formerly Twitter.

“Good morning people,” he captioned the post. “Start the day off with positive energy, and make what your heart desires happen.”

The report raised eyebrows as Combs and 50 Cent have been seen as rivals. 50 Cent has also weighed in on the allegations leveled at Combs, often mocking the Bad Boy Records founder.

Read more about Sean “Diddy” Combs

The Facts

On Wednesday, TMZ countered the Media Take Out report with an article stating that sources “connected to the vodka brand” have denied claims that Diageo is in the process of proposing a business deal with 50 Cent.

Further, the website also reported that people in 50 Cent’s camp have dismissed the idea, saying that the hip-hop star and producer is already busy with his Sire Spirits brand.

Several hours after sharing the Media Take Out screenshot, 50 Cent returned to the platform to post TMZ’s headline on the matter.

“I own my brands,” 50 Cent wrote. “I wouldn’t be an ambassador for Ciroc, I haven’t seen anybody drinking that s*** lately it’s over. LOL.”

He rounded out his post by hashtagging his own liquor brands, Branson Cognac, and the champagne Le Chemin Du Roi.

Newsweek has contacted representatives of 50 Cent and Diageo via email for comment.

In 2007, Combs partnered with parent company Diageo in an “equal-share venture” to promote Cîroc vodka, which saw both parties splitting the profits. They also jointly acquired the DeLeón tequila brand.

Diageo cut ties with Combs in June 2023, after he filed a lawsuit accusing the company of racial discrimination over the DeLeón tequila brand. Combs accused the company of focusing its attention on promoting two other tequila brands under its umbrella, including Casamigos, which was co-founded by George Clooney.

Combs’ claims that Diageo had labeled DeLeón “urban” and a “Black brand” were denied by Diageo. In January 2024, came to a settlement after Combs agreed to withdraw his previous allegations and lawsuits against Diageo. Combs subsequently lost ownership of Cîroc and DeLeón.

The Ruling


False. 50 Cent has said himself that he “wouldn’t be an ambassador” for Cîroc as he has his own brands.

The rapper, who is notably active on social media, is regularly seen promoting his own beverage brands on various platforms.

While Diageo has cut ties with Combs, there has so far been no announcement on who his replacement might be.