Beyoncé Knowles has inked a reported $50 million deal with Pepsi, Belfast Telegraph reported.

The global superstar's new campaign with the company is described as a hybrid project. It will see the singer and drinks manufacturer collaborate on publicity for Beyoncé's creative projects in exchange for her fronting campaigns for the firm.

The official Twitter account for Pepsi has started to generate publicity around the mega deal. Images of the star pushing a shopping cart full of Pepsis and pictures of her face on the drinks cans have also been posted online, with the canisters hitting shops in February.

Beyoncé has been in partnership with Pepsi since 2001 and the 31-year-old's next steps are a first for advertising campaigns such as this. As well as fronting the publicity for the star's new album, live concerts, photoshoots, and music promos, Pepsi will provide the backing for creative ideas and projects Beyoncé would like to pursue over the next few years.

The launch will coincide with the release of Beyoncé's next album, which is expected in 2013. Following her performance at the Pepsi-sponsored Super Bowl halftime show in New Orleans on February 3, the singer will appear in a global TV commercial for the company entitled Live for Now.