In recent years the NBA, in an attempt to get more marketing revenue, has opened their door to promoting spirits whereas in the past they kept it only to beer.

A new major partnership has been announced as Sean “Diddy” Combs’ CIROC Vodka has signed a multiyear deal with the NBA.  The partnership will include a few campaigns including “The Toast of the NBA” which will serve to educate fans on how to enjoy responsibly, and “The Art of Celebration” which focuses on how to live it up.

This union is much more than just promoting CIROC vodka, as the NBA wants to use it as a platform to create PSAs starring their players.  Expect their to be some highly entertaining commercials, and videos as a product of this partnership.

Sean “Diddy” Combs justs keeps on winning. CIROC Ultra Premium Vodka and the National Basketball Association (NBA) announced a multiyear marketing agreement today. The campaign will be called “The Toast of the NBA.” Led by Sean Combs, CIROC will lead the charge on responsible drinking with NBA fans nationwide.

Combs, CIROC Vodka and the NBA will work together throughout the season, both on and off the court, on how to probably [sic] celebrate which P. Diddy calls the ‘Art of Celebration.’

[Via]