Co-branding and smart business partnerships
In December 2012, it was announced that Beyoncé had partnered with Pepsi in a multi-year deal estimated to be worth $50 million. The New York Times reported, “The deal will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer’s chosen creative projects.” She will appear on a limited edition soda can and in a global television commercial for Pepsi – “Live for Now.” The brand will also contribute to any artistic project Bey launches during the tenure of the contract.
