By Mark Kappart

Sean “Diddy” Combs may need bucket loads of fire retardant to douse the huge swell of flames engulfing him given the growing number of sex scandals he is attempting to fend off.

Now, one of the world’s largest spirits distillers and distributors, Diageo, wants nothing to do with him and is trying to extricate itself from the beleaguered rap mogul.

Diageo does not want Diddy to be the face of any brand of theirs or anything that he is associated with.

Diddy wanted his face on marketing campaigns for DeLeon Tequila.

Diageo wrote to Justice Joel M. Cohen of New York County Supreme Court and made it clear that Diddy should not have control of the marketing budget for DeLeon.

“The disturbing allegations against Mr Combs set forth in these lawsuits underscore that any DeLeon campaign featuring Mr Combs would compound and amplify the harm that he has already caused DeLeon.

“Requiring Diageo to pay for such a campaign would be devastating to the brand and to Diageo more broadly. Mr Combs is well aware that these lawsuits make it impossible for him to continue to be “the face of anything. It would be unfair and beyond reason to require Diageo to deepen its association with Mr Combs concerning DeLeon when so many others are fleeing his now toxic image.”

Diddy wants control of the US$15 million promotional budget for the upcoming round of marketing for DeLeon Tequila.

The Bad Boy Records boss accused Diageo of being racist, adding that it had relegated both Ciroc and DeLeon to just being urban black brands.

Diageo responded with accusations that Diddy has made numerous defamatory and disparaging accusations of racism.

Diageo said: “ Mr. Combs’ bad faith actions have clearly breached his contracts and left us no choice but to move to dismiss his baseless complaint and end our business relationship. Mr Combs has repeatedly undermined our partnership and threatened to publicly defame Diageo if we did not meet his unreasonable financial demands.”

Ex-Sony Music executive Martin Gallagher, speaking with Our Today from Los Angeles, California, said: “ Diddy is having a torrid time and the world has turned its back on him. No one from the entertainment world has stepped up to show him support. Sexual assault, rape… these are serious accusations, and we keep hearing lurid stories surrounding Diddy.

“No respectable company wants to be associated with that. Diddy is toxic. He should go away for a while. There is a bad odour around him. It’s strange that Black Lives Matter hasn’t said anything about this. I guess there will be no need to tear down a statute of Diddy!”

Yesterday, a former male student who attended Howard University with Diddy claimed the entertainer and an associate of his called “Lorenz” drugged and penetrated him in a homosexual act that has traumatised him for years.

Now, men are also coming forward with accusations.

Keisha Hough, formerly with The Source, said: Big brands will now run from Diddy. If he persists in locking swords with Diageo, it will end badly for him. Diageo is one of the biggest alcohol drinks companies in the world and it will continually push the sexual abuse/rapist narrative. Then it will put the spotlight on Diddy’s professionalism. He should let this go and find a corner to lick his wounds. There is no “love” for him now.”