Beyonce Knowles has put pen to paper on a staggering $50million (£31million) deal beginning this year, which will see the singing superstar front Pepsi’s next Super Bowl advert, according to sources.
The star will now act as Pepsi’s Brand Ambassador and will be featured in a plethora of initiatives over the coming months (and perhaps years), one of which will be a series of limited edition cans expected to be released in March, which will feature the image of Beyonce.
Concerts and events throughout the year are also rumoured to be planned.
Speaking about the promotion, a Pepsi representative, said: “Pepsi and Beyoncé are together again, forging one of the most innovative global partnerships ever seen — or heard — between a brand and a musician.
“We’ll be teaming up with Beyoncé to bring you great new experiences . And, when not thrilling audiences and working up thirsts, as our newest brand ambassador, Beyoncé will be teaming with us behind the scenes to make the most of the new Pepsi Creative Development Fund, a resource devoted to crafting relevant, innovative content that will embody the spirit of “Live for Now” everywhere Pepsi is enjoyed and Beyoncé is beloved.”
Pepsi has a long running association with pop superstars and has continued its commitment to music throughout the generations. Such displays saw Michael Jackson as the long-running face of the brand throughout the 80s and 90s, leading to special Limited Edition Michael Jackson Pepsi cans being released earlier this year. The brand also featured Elton John and X Factor winner Melanie Amaro in this year’s Super Bowl half time advert.