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From the press release:

BURGER KING(R) has another "king" when it
comes to music and fashion -- Sean "Diddy" Combs. In his new role with the
worldwide fast food restaurant company, Diddy -- Bad Boy Records founder,
CEO and recording artist -- will help beef up Burger King Corporation's
profile in the music and entertainment industry, consulting on relevant
entertainment and marketing talent, as he himself is set to star in an
upcoming BURGER KING ad campaign.
The multi-year relationship kicks off in October with a co-branded
channel on titled "DiddyTV." The interactive channel is now
live with a personal video message from the Grammy-winning superstar. Fans
can visit "DiddyTV" ( ) for exclusive access
to music tracks and video clips from Diddy's first solo collection in five
years, "PRESS PLAY" (Bad Boy/Atlantic), in stores Oct. 17.
"Sean 'Diddy' Combs is a pop culture icon, and we're thrilled to be
able to collaborate, using the breadth of his talents as an artist,
entrepreneur and change agent to impact and inspire our guests," said Russ
Klein, president of global marketing, strategy and innovation, Burger King
Corporation. "We expect this to be a rich, long-term relationship that is
wide open in terms of Diddy's contributions as a BURGER KING brand
Burger King Corporation is also an official sponsor of Diddy's fall
2006 cross-country CD tour. BURGER KING will be represented at all local
market events, including consumer listening parties and special appearances
by Diddy at high schools in select cities. The promotional tour will wrap
up on Oct. 16 with Diddy's return to his home base of New York City.
"I'm having it my way on this album, and it's been a great journey for
me, so I'm grateful for partners like Burger King Corporation that are
helping me bring a fresh sound to my fans," said Diddy. "They share my
passion for being tastemakers and giving the people what they want."