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Puff Daddy Whopper

P Diddy aka Sean Coombs has signed a deal with Burger King. He's now "brand ambassador".

Hip hop mogul and dance music wannabe P Diddy has signed an agreement with Burger King to become its "brand ambassador".

Presumably the company feels not enough young hip hop fans are eating junk food.

The partnership will kick off with a Burger King branded DiddyTV channel on YouTube, which will also promote the tycoon's new album 'Press Play'.

The fast food transnational company will also use Diddy for other co-promotions - he's now a Burger King 'strategic consultant'.

It'll be interesting to see what Sean 'Diddy' Coombs' DJ friend Erick Morillo has to say about his new sponsorship deal.