Editing Beyoncé (section)

=== Endorsements and partnerships ===
Beyoncé began working with [[Pepsi]] in 2002;<ref>{{cite news|last=Ives|first=Nat|title=Pepsi Switches To a New Voice Of a Generation|url=https://www.nytimes.com/2002/12/18/business/pepsi-switches-to-a-new-voice-of-a-generation.html|work=The New York Times|date=December 18, 2002|archive-url=https://web.archive.org/web/20121116044537/http://www.nytimes.com/2002/12/18/business/pepsi-switches-to-a-new-voice-of-a-generation.html|archive-date=November 16, 2012|url-status=live}}</ref> in 2004, she appeared in a [[Gladiator]]-themed commercial with Britney Spears, [[Pink (singer)|Pink]], and [[Enrique Iglesias]].<ref>{{cite news|title=Britney, Beyoncé, Pink star in Pepsi ad|url=https://www.usatoday.com/life/music/news/2004-01-27-pepsi-ad_x.htm|work=USA Today|date=January 27, 2004|archive-url=https://web.archive.org/web/20120628124843/http://www.usatoday.com/life/music/news/2004-01-27-pepsi-ad_x.htm|archive-date=June 28, 2012|url-status=live}}</ref> In 2012, Beyoncé signed a $50&nbsp;million deal to endorse Pepsi.<ref name="pepsi2013">{{cite news|last=Sisario|first=Ben|url=https://www.nytimes.com/2012/12/10/business/media/in-beyonce-deal-pepsi-focuses-on-collaboration.html| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/https://www.nytimes.com/2012/12/10/business/media/in-beyonce-deal-pepsi-focuses-on-collaboration.html| archive-date=October 27, 2021|title=In Beyoncé Deal, Pepsi Focuses on Collaboration|work=The New York Times|date=December 9, 2012|access-date=December 11, 2012}}{{cbignore}}</ref> The [[Center for Science in the Public Interest]] wrote her an open letter asking her to reconsider the deal due to the unhealthiness of the product and to donate the proceeds to a medical organization.<ref name="rumugam">{{cite news|url=https://www.forbes.com/sites/nadiaarumugam/2013/01/20/white-house-removes-petition-demanding-pepsi-spokesperson-beyonce-ousted-from-inauguration-lineup/| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/https://www.forbes.com/sites/nadiaarumugam/2013/01/20/white-house-removes-petition-demanding-pepsi-spokesperson-beyonce-ousted-from-inauguration-lineup/| archive-date=October 27, 2021|title=White House Removes Petition Demanding Pepsi Spokesperson Beyoncé Ousted From Inauguration Lineup|work=Forbes|access-date=December 18, 2013|first=Nadia|last=Arumugam|date=January 20, 2013}}{{cbignore}}</ref> Nevertheless, NetBase found that Beyoncé's campaign was the most discussed endorsement in April 2013, with a 70{{nbsp}}percent positive audience response to the commercial and print advertisements.<ref>{{cite web|title=Pepsi/Beyoncé and Chanel/Brad Pitt Battle for Most Celebrity Spokesperson Chatter: NetBase Evaluates Endorsement Buzz Winners|work=Marketwire |url=http://www.marketwire.com/press-release/pepsi-beyonce-chanel-brad-pitt-battle-most-celebrity-spokesperson-chatter-netbase-evaluates-1777400.htm|publisher=Market Wired|date=April 10, 2013|access-date=April 22, 2013|archive-url=https://web.archive.org/web/20130530233917/http://www.marketwire.com/press-release/pepsi-beyonce-chanel-brad-pitt-battle-most-celebrity-spokesperson-chatter-netbase-evaluates-1777400.htm|archive-date=May 30, 2013}}</ref> Beyoncé has also collaborated with Tommy Hilfiger for the fragrances [[True Star (perfume)|True Star]]—for which she recorded a cover of "[[Wishing on a Star]]"<ref>{{cite magazine|last1=Jessen |first1=Monique |last2=Silverman |first2=Stephen |name-list-style=amp|title=Beyoncé Launches New True Star Fragrance|url=http://www.people.com/people/article/0,,656036,00.html|magazine=People|date=June 22, 2004|archive-url=https://web.archive.org/web/20070513155821/http://www.people.com/people/article/0,,656036,00.html|archive-date=May 13, 2007|url-status=dead}}</ref>—and True Star Gold.<ref>{{cite news|url=http://www.mtv.com/news/articles/1513363/lawsuit-against-britney-dismissed.jhtml|title=For The Record: Quick News On Britney Spears, Kevin Federline, Paris Hilton, Beyoncé, Beanie Sigel, Madonna & More|publisher=MTV News|date=November 9, 2005|archive-url=https://web.archive.org/web/20110624084029/http://www.mtv.com/news/articles/1513363/lawsuit-against-britney-dismissed.jhtml|archive-date=June 24, 2011|url-status=dead}}</ref> In 2007, she promoted Emporio Armani’s Diamonds fragrance.<ref>{{cite news|url=https://www.usatoday.com/life/people/2007-08-08-beyonce-fragrance_N.htm|title=Beyoncé stars in new fragrance campaign|newspaper=USA Today|date=August 8, 2007|archive-url=https://web.archive.org/web/20090208015433/http://www.usatoday.com/life/people/2007-08-08-beyonce-fragrance_N.htm|archive-date=February 8, 2009|url-status=live}}</ref> Beyoncé launched her first official fragrance, Heat, in 2010, followed by [[Heat (fragrance)#Heat Rush|Heat Rush]] in February 2011 and Pulse in September 2011.<ref>{{cite magazine|url=http://stylenews.peoplestylewatch.com/2009/12/18/beyonc-launches-her-first-fragrance-beyonc-heat/|title=Beyoncé Launches Her First Fragrance: Beyoncé Heat|date=December 18, 2009|magazine=People|archive-url=https://web.archive.org/web/20091219213657/http://stylenews.peoplestylewatch.com/2009/12/18/beyonc-launches-her-first-fragrance-beyonc-heat/|archive-date=December 19, 2009|access-date=June 18, 2011}}</ref><ref>{{cite news|url=http://www.indianexpress.com/news/beyonces-scents-have-jayzs-approval/758931/|title=Beyoncé's scents have Jay-Z's approval|newspaper=[[The Indian Express]]|date=March 7, 2011|archive-url=https://web.archive.org/web/20121116005702/http://www.indianexpress.com/news/beyonces-scents-have-jayzs-approval/758931/|archive-date=November 16, 2012|url-status=live}}</ref><ref name="e311">{{cite web | last=Nudd | first=Tim | title=Beyonce is feeling 'very empowered' pregnant | publisher=[[CNN]] | date=September 22, 2011 | url=https://edition.cnn.com/2011/09/22/showbiz/celebrity-news-gossip/beyonce-empowered-pregnant-ppl/index.html | access-date=May 1, 2025}}</ref>

The release of a video-game ''Starpower: Beyoncé'' was cancelled after she pulled out of a $100 million deal with GateFive who alleged the cancellation meant the sacking of 70 staff and millions of pounds lost in development.<ref name="GateFive">{{cite news|last=Michaels|first=Sean|url=https://www.theguardian.com/music/2011/apr/28/beyonce-sued-video-game-developer| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/https://www.theguardian.com/music/2011/apr/28/beyonce-sued-video-game-developer| archive-date=October 27, 2021|title=Beyoncé sued for $100m by video game developer|newspaper=The Guardian|date=April 28, 2011|access-date=May 6, 2011}}{{cbignore}}</ref> It was settled out of court by her lawyers in June 2013 who said that they had cancelled because GateFive had lost its financial backers.<ref>{{cite news|url=http://www.belfasttelegraph.co.uk/entertainment/news/beyonc-knowles-settles-with-gaming-company-29347315| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/http://www.belfasttelegraph.co.uk/entertainment/news/beyonc-knowles-settles-with-gaming-company-29347315 |newspaper=[[Belfast Telegraph]]| archive-date=October 27, 2021|title=Beyoncé Knowles settles with gaming company|access-date=May 15, 2013}}{{cbignore}} {{dead link|date=December 2013}}</ref> Beyoncé also has had deals with [[American Express]],<ref name="Forb" /> [[Nintendo DS]]<ref>{{cite news|last=Totilo|first=Stephen|url=http://www.mtv.com/news/articles/1607344/beyonce-promotes-nintendo-game-admits-weakness-super-mario.jhtml|title=Beyoncé Promotes Nintendo Game, Admits Weakness For 'Super Mario'|publisher=MTV News|date=March 19, 2009|archive-url=https://web.archive.org/web/20110624084152/http://www.mtv.com/news/articles/1607344/beyonce-promotes-nintendo-game-admits-weakness-super-mario.jhtml|archive-date=June 24, 2011|url-status=dead}}</ref> and L'Oréal since the age of 18.<ref>{{cite magazine|url=https://www.billboard.com/articles/news/267200/beyonce-the-billboard-qa| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/https://www.billboard.com/articles/news/267200/beyonce-the-billboard-qa| archive-date=October 27, 2021|title=Beyoncé: The Billboard Q&A|last=Mitchell|first=Gail|date=October 2, 2009|magazine=Billboard|access-date=October 8, 2009}}{{cbignore}}</ref> In March 2015, Beyoncé became a co-owner, with other artists, of the music streaming service [[Tidal (service)|Tidal]]. The service specializes in [[Lossless compression|lossless]] audio and high definition music videos. Jay-Z acquired the parent company of Tidal, [[Aspiro]], in early 2015.<ref>{{cite news|url=https://www.nytimes.com/2015/03/14/business/media/jay-z-buys-the-music-streaming-firm-aspiro.html| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/https://www.nytimes.com/2015/03/14/business/media/jay-z-buys-the-music-streaming-firm-aspiro.html| archive-date=October 27, 2021|title=Jay-Z Buys the Music Streaming Firm, Aspiro|newspaper=The New York Times|date=March 13, 2015|access-date=March 31, 2015}}{{cbignore}}</ref> Including Beyoncé and Jay-Z, sixteen artist stakeholders—including [[Kanye West]] and [[Nicki Minaj]]—co-own Tidal, with most owning a 3% equity stake.<ref>{{cite magazine|url=https://www.billboard.com/articles/news/6509498/jay-z-tidal-launch-artist-stakeholders| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/https://www.billboard.com/articles/news/6509498/jay-z-tidal-launch-artist-stakeholders| archive-date=October 27, 2021|title=It's Official: Jay-Z's Historic Tidal Launches With 16 Artist Stakeholders|magazine=Billboard|first=Andrew|last=Flanagan|date=March 30, 2015|access-date=March 31, 2015}}{{cbignore}}</ref>

In November 2020, Beyoncé entered a multi-year partnership with the exercise equipment and media company [[Peloton Interactive|Peloton]]. The collaboration was launched to celebrate homecoming season at [[historically Black colleges and universities]] (HBCUs), offering themed workout experiences inspired by her film [[Homecoming: A Film by Beyoncé|''Homecoming'']] (2019) and [[Homecoming: The Live Album|live album]] (2019), following the cancellation of 2020 homecoming events due to the COVID-19 pandemic. As part of the initiative, Beyoncé and Peloton provided free memberships to students at ten HBCUs, while Peloton pursued long-term recruitment partnerships with these institutions.<ref>{{Cite magazine|url=https://www.billboard.com/articles/columns/pop/9481127/beyonce-peloton-partnership-hbcu-homecoming| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/https://www.billboard.com/articles/columns/pop/9481127/beyonce-peloton-partnership-hbcu-homecoming| archive-date=October 27, 2021|title=Beyoncé Teams With Peloton for Multi-Year Partnership Benefiting Historically Black Colleges & Universities|magazine=Billboard}}{{cbignore}}</ref> Upon news of the partnership, a decline in Peloton's shares reversed, and its shares rose by 8.6%.<ref>{{cite news |title=Peloton Rises on Partnership With Beyonce for Workout Series |url=https://www.bloomberg.com/news/articles/2020-11-10/peloton-surges-after-fitness-partnership-with-beyonce| url-status=live | archive-url=https://ghostarchive.org/archive/20211027/https://www.bloomberg.com/news/articles/2020-11-10/peloton-surges-after-fitness-partnership-with-beyonce| archive-date=October 27, 2021 |website=Bloomberg.com |date=November 10, 2020}}{{cbignore}}</ref>

In 2021, Beyoncé and Jay-Z partnered with [[Tiffany & Co.]] for the company's "About Love" campaign. Beyoncé became the fourth woman, and first Black woman, to wear the 128.54-carat [[Tiffany Yellow Diamond]].<ref>{{Cite news|last=Treisman|first=Rachel|date=August 23, 2021|title=Beyoncé Just Became The First Black Woman To Wear The Iconic Tiffany Diamond|url=https://www.npr.org/2021/08/23/1030291790/beyonce-jayz-tiffany-diamond-ad-campaign-basquiat| archive-url=https://ghostarchive.org/archive/20211027/https://www.npr.org/2021/08/23/1030291790/beyonce-jayz-tiffany-diamond-ad-campaign-basquiat| archive-date=October 27, 2021|url-status=live|access-date=August 23, 2021|agency=NPR}}{{cbignore}}</ref> The campaign featured a [[robin egg blue]] painting by Jean-Michel Basquiat titled ''[[Equals Pi]]'' (1982).<ref>{{cite web|last=Kinsella|first=Eileen|date=August 23, 2021|title=Here's the Little-Known History of the Robin's Egg Blue Basquiat Painting That Stars in Beyoncé and Jay-Z's New Tiffany Ad|url=https://news.artnet.com/art-world/tiffany-unveils-new-ad-campaign-starring-beyonce-and-basquiat-2001708| archive-url=https://ghostarchive.org/archive/20211027/https://news.artnet.com/art-world/tiffany-unveils-new-ad-campaign-starring-beyonce-and-basquiat-2001708| archive-date=October 27, 2021|url-status=live|access-date=August 23, 2021|publisher=[[Artnet]]}}{{cbignore}}</ref> Both Beyoncé and the brand faced significant backlash for the campaign, as the [[Tiffany Yellow Diamond]], which was discovered in the Kimberley diamond mines in South Africa in 1877, is classified as a blood diamond and viewed as a symbol of British colonialism over Africa.<ref>{{Cite news |first=Susanne |last=Ramírez de Arellano|date=August 30, 2021 |title=What is Beyoncé's Tiffany diamond ad campaign really selling? |url=https://www.nbcnews.com/think/opinion/what-beyonc-s-tiffany-diamond-ad-campaign-really-selling-ncna1277912 |access-date=January 3, 2024 |agency=NBC News}}</ref><ref>{{Cite news |last=Attiah |first=Karen |date=August 27, 2021 |title=Sorry, Beyoncé, but Tiffany's blood diamonds aren't a girl's best friend |newspaper=The Washington Post |url=https://www.washingtonpost.com/opinions/2021/08/26/beyonce-tiffanys-blood-diamonds-necklace/ |access-date=January 3, 2024 |issn=0190-8286}}</ref><ref>{{Cite web |last=Friel |first=Mikhaila |title=Beyoncé is facing backlash for promoting a 'blood diamond' necklace in a Tiffany campaign that celebrates her being the first Black woman to wear it |url=https://www.insider.com/beyonc-facing-backlash-for-promoting-tiffanys-blood-diamond-2021-8 |date=August 28, 2021 |access-date=January 3, 2024 |publisher=Insider Inc.}}</ref>