Pepsi is the sponsor of the Super Bowl halftime show, which stars Bey, and has committed to a broad-reaching promotions campaign. She’ll also star in one of Pepsi’s Super Bowl ads, and her image will appear on select cans of the soda starting in March. The company will also put its muscle behind a number of Beyonce’s creative projects, which her rep Lee Anne Callahan-Longo says could include live events, videos, “a cool photo shoot” or almost anything else.

Most of the money will go toward the promotions and events, with the rest being split between Bey’s fee and a “creative content development fund.”