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Pepsi has inked Beyoncé for new a multi-year endorsement deal estimated at $50 million, The New York Times reports.
But the campaign won't just include TV and radio commercials or magazine and billboard ads. Beyoncé's image will appear on a limited-edition run of Pepsi cans and will receive a multi-million dollar Creative Development Fund for the co-creation of relevant consumer content.
Beyoncé commended the soft-drink brand for supporting her creative endeavours. "Pepsi embraces creativity and understands that artists evolve," she said in a statement. "As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity."
Pepsi and Beyoncé's first project is a "Live For Now" global TV commercial due out in early 2013. Pepsi will also sponsor Beyoncé's Super Bowl XLVII halftime show on February 3.
Frank Cooper, chief marketing officer, global consumer engagement, global beverages group at PepsiCo, compared the partnership to other deals. "It is a continuation of Pepsi's relationships with The X Factor, Nicki Minaj and Twitter, where our approach emphasises co-creation over pure sponsorships," he said.
In August, Beyoncé and her husband Jay-Z topped Forbes's The World's Highest-Paid Celebrity Couples list, earning a combined $78 million from May 2011 to May 2012.Related Video: Jay-Z unrecognised by subway passenger
Billy Johnson, Jr. writes for Yahoo! Music