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.
Copyright Thrust Publishing Ltd. Permission to use quotations from this article is granted subject to appropriate credit being given to www.djmag.com as the source.