The World: Chicago - P Diddy rumoured to be eyeing more Diageo tie-ups

The hip-hop mogul Sean "Diddy" Combs is rumoured to have held talks with Diageo with a view to promoting its Guinness and Red Stripe beer brands.

He already works with Diageo on its Ciroc vodka, where he holds a "chief marketing officer and brand spokesman" role. Combs has featured prominently in Ciroc's creative work since partnering with the company in October 2007. He has hosted a number of special events that feature the brand.

He is one of a number of hip-hop stars who have endorsed alcoholic drinks brands. Jay-Z has been the brand spokesman for Bud Select, while Kanye West has appeared in ads for Absolut.