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Beyonce Knowles is teaming up with Pepsi just before her Super Bowl performance in February, agreeing to a $50 million sponsorship deal. Beyonce’s face will appear on cans, print ads and commercials.
According to The New York Times, this new deal, just the latest between PepsiCo and an artist, also coincides with Beyonce’s next album. It still doesn’t have a title, but it is expected to be out next year. A commercial with Beyonce will air after the Super Bowl halftime show, which Pepsi sponsors, on Feb. 3. This will be her fifth ad for the company.
“Pepsi embraces creativity and understands that artists evolve,” Beyonce said in a statement, reports ABC News. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
The deal goes beyond having Beyonce appear in commercials and on cans, though. According to the Times, the Pepsi will also help fund the “Crazy in Love” singer’s creative efforts, some of which will have nothing to do with Pepsi. The company hopes that this will change consumer’s perceptions of the brand as a patron for the arts and not just a soft drinks company.
“Consumers are seeking a much greater authenticity in marketing from the brands they love,” Brad Jakeman, president of PepsiCo’s global beverage group, told the Times. “It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”
In addition to her Super Bowl appearance, Beyonce is also working on an HBO documentary about herself, which she will direct. That will air on Feb. 16, just days after the Super Bowl.