Skift Take

In the end, it turns out Pitbull's love of the people of Florida is stronger than his love of confidentiality (and money).

After facing pressure from government officials to release details of his confidential agreement with destination marketing organization Visit Florida, musician Pitbull this morning tweeted out his full contract with the marketing group.

He was paid up to $1 million total for acting as the state’s media ambassador beginning in July 2015. He received payments of $250,000 for the use of his image and a music video for his song Sexy Beaches promoting the state, along with a whopping $300,000 for posting on social media twice a month with the hashtag #loveFL.

Visit Florida was forced to undergo an audit after news of the expensive confidential agreement broke early this year. Although the audit found no discrepancies in the organization’s finances, pressure continued from members of the Florida Legislature for Pitbull to release the details of the contract.

In the end, it took a lawsuit filed Monday to compel Pitbull to come forward with the details of the agreement. There is scant evidence overall that pricy celebrity endorsement deals are valuable marketing tools for destinations.

The full contract is embedded below.

Download (PDF, 1.17MB)


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Tags: visit florida

Photo credit: Musician Pitbull was paid $1 million dollars for promoting Florida tourism over the course of one year. Here Pitbull speaks at the 42nd annual American Music Awards in Los Angeles. Matt Sayles / Invision/AP

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