Lexus Becomes Official Partner of Beyoncé’s World Tour
Lexus is teaming up with one of the most popular and successful artists of this generation while also contributing $500k to her charity.
Lexus has a long history of teaming up with all sorts of artists – whether they create things like traditional art, music, videos, or other mediums – leveraging those talented folks to help promote the artistic nature of its vehicle lineup. The latest partnership announced by the luxury brand might just be its largest and most notable, however, as Lexus is now the exclusive automotive partner of the U.S. leg of Beyoncé’s Renaissance World Tour, as well as a donor to the mega-popular artist’s BeyGOOD Foundation to boot.
“Lexus is honored to be part of Beyoncé’s Renaissance World Tour and contribute to BeyGOOD Foundation’s mission focused on economic equity,” said Mia Phillips, senior manager, advertising and media for Lexus. “We are confident this collaboration will make a significant impact on entrepreneurs in every city we touch.”
On the charitable side of things, Lexus is joining the BeyGOOD Foundation and its Black Parade Route to help small business owners impacted by economic inequities through a variety of grant opportunities and/or sustainability support services. Lexus’ donation – which totals nearly $500,000 – expands the organization’s commitment by providing an additional $10,000 each to two grant recipients in all cities that the tour is scheduled to visit.
Beyoncé Knowles-Carter‘s BeyGOOD Foundation launched the Black Parade Route in 2020 as an initiative to amplify and promote black-owned and small businesses. Carter herself committed $1 million to support small businesses in 10 U.S. cities, as well as regions in the United Kingdom. Throughout the tour, business impact luncheons will be held to celebrate the grant recipients in the cities of Chicago, New York, Charlotte, Atlanta, Los Angeles, Houston, and New Orleans.
“Delighted that Lexus has committed support for small business owners nationally, through BeyGOOD’s Black Parade Route,” said Ivy McGregor, executive director at BeyGOOD Foundation. “This alignment supports entrepreneurs, families, and communities at large. We believe everyone has the right to economic equity.”
In addition to these charitable efforts, Lexus has also created a special, one-off LC500 with a chrome-wrapped exterior and jewel accents on the mirrors, headlamp surrounds, wheel center caps, and license plate frame. That unique machine will join the Renaissance World Tour in select cities, showcased at an interactive in-venue display that allows concert-goers to engage with the brand via a photo booth that contains virtual iconography from the tour set and a karaoke booth.
Photos: Lexus
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