Beyonce Reunites With Pepsi For $50 Million Multi-Year Ad Campaign, Creative Partnership

Beyonce is reteaming with Pepsi for a multi-faceted branding deal that will coincide with her performance during the Super Bowl 2013 Halftime Show, of which Pepsi is a presenting sponsor. The news of the Pepsi pact was first reported by The New York Times.

Beyonce, who has been featured in ads for Pepsi since 2002, will appear in a new commercial to debut some time during first-quarter 2013 and appear on limited-edition cans bearing her likeness starting in March. Pepsi, in turn, will sponsor a variety of unspecified creative projects for Beyonce as well as help promote the singer’s upcoming fifth studio album. The multi-year partnership is valued at around $50 million in ad spend and promotional materials over several years. New music could arrive as early as Super Bowl Sunday, Feb. 3, as producer The-Dream told Billboard last week that Beyonce will “definitely” have a single ready as part of her performance.