In a rite of passage for pop royalty, teen queen Britney Spears has inked a sponsorship deal with Pepsi, following in the footsteps of Madonna, Michael Jackson and the Spice Girls.
Spears signed a multiyear global marketing deal with Pepsi-Cola Company on
Tuesday that will find the 19-year-old singer and budding actress starring
in Pepsi television commercials and performing on a Pepsi-sponsored
worldwide tour, according to a press release from the soft drink company.
“The chance to follow some of my heroes – some incredible performers – and create something new with the innovative people at Pepsi is very exciting for me,” Spears said in the release.
In addition to Jackson, Madonna and the Spice Girls, Spears also joins R&B legend Ray Charles, country superstar Faith Hill and soul diva Aretha Franklin among the ranks of Pepsi spokespeople.
Spears will immediately begin working on commercials that will be an
extension of the company’s “The Joy of Pepsi” ads, which made their debut
during the Super Bowl on January 28. Spears’ first Pepsi commercial is
scheduled to air March 25 during the Academy Awards.
The terms of Spears’ contract were not disclosed, though Reuters reports her earnings will likely eclipse the $5 million Jackson received for his “Pepsi – The Choice of a New Generation” commercials in 1984. Jackson’s
sponsorship attracted additional attention when the King of Pop was
infamously burned during the filming of a Pepsi television ad.
Spears’ deal with Pepsi will not only include TV commercials, but also
point-of-purchase materials, consumer promotions and hyperlinks to their
respective web sites.
Pepsi is not the first company to score Spears as a sponsor. She signed a
marketing deal with Skechers footwear last year.