Despite his retaliation claims, Diageo is ending its marketing agreement with Sean "Diddy" Combs for Cîroc and DeLeón. “This is a business dispute and should not be recast as anything other than that. We have exercised our contractual rights to terminate the marketing services agreement in place for Cîroc and begin the wind-down of the DeLeón joint venture,” Diageo told AllHipHop.com. The spokesman continued, “Mr. Combs’ longstanding bad faith actions, false accusations, and breaches of contract overwhelmingly support Diageo’s justified decision to sever ties.” Diddy has claimed that he was unfairly treated, mistreated, and subjected to racial discrimination while working on the marketing, production, and sales of the tequila company he co-owns, DeLeón.