Running the world can leave a girl parched, right, Beyonce?
Following the previously announced sponsorship of the singer’s forthcoming Super Bowl halftime show, Pepsi on Monday revealed a full partnership with the singer — reportedly a $50-million deal.
The deal is a bit more abstract than your garden-variety celebrity endorsement: In lieu of traditional advertising campaigns or multi-platform plugs, the soft drink will back Beyonce in any creative project of her choosing.
“This global relationship gives Beyoncé multiple outlets to tap into in order to express her creativity, and will attract new consumers to both brands with great new experiences and content,” one Pepsi exec said in a statement.
“Pepsi embraces creativity and understands that artists evolve,” Bey told the New York Times. Possible collaborations under the partnership could include photo shoots (like the cheeky concept work she posts to her Tumblr) or anything else Beyonce just feels like doing.
The structure of the deal has a similar vibe as husband Jay-Z’s collaboration with Anheuser Busch. Forbes points out that the beer company tapped Jay for “planning sessions to provide his unique spin, thoughts and insights on various brand programs.”
Icing on the cash cake: Pepsi will release a can featuring Beyonce’s face. The Ministry is toasting you, Bey.
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