The NFL’s halftime shows are among the most-watched live events in the world, and Beyoncé’s recent halftime performance during NFL Christmas Gameday Live was a case study in strategic marketing and brand presence. The Houston native is no stranger to making big appearances at sporting events, drawing crowds, and viral moments. Her 2013 Super Bowl halftime show attracted over 110 million viewers, and 115.5 million people watched her 2016 performance with Coldplay and Bruno Mars. But Beyoncé’s visibility goes beyond the mere fact that she’s a great artist. Over the course of her three-decade career, she has created cultural moments that have turned her shows into masterclasses in marketing creativity, and this particular halftime show was a marketing case study. Here’s why.

The NFL halftime show gave their brand more exposure and visibility

Hybrid fans of music and sports watch the game and look forward to the halftime shows. Every successful brand thrives on being seen and heard. Some of the most influential brands have a ubiquity that cuts across sectors and industries to reach their target audience. Beyoncé’s halftime performance, in which she performed songs from her album “Cowboy Carter,” transcended parallels to reach fans of sports, live TV and country music. Her collaboration with Post Malone, also a crossover artist, combined hip-hop, pop and country influences to broaden her appeal to an audience that might not typically engage with her music. This branding coup allowed her to stay relevant and reach a potentially new fan base. This is a similar branding strategy that companies use when entering new markets.

The show’s strategic timing could potentially be worth it.

Beyoncé has a long history of strategically using important appearances to launch new projects. In 2016, she released the single “Formation” the day before her Super Bowl performance, creating a powerful cultural moment that is still discussed today. This rollout increased sales and streaming numbers while generating significant media interest. All of this together contributed to the success of their sixth studio album. In 2016, lemonade became the best-selling album of the year, selling 2.5 million copies worldwide and over 1.5 million copies sold in the United States. Although the official numbers for the latest show have not yet been released, if history repeats itself, this could further boost the “Texas Hold.” The “Em” singer’s streaming appeal.

The show increased cultural impact and brand alignment

Beyoncé’s live shows are often carefully planned to convey meaningful cultural messages that contribute to broader conversations. Her performance at the 2016 Super Bowl was her opportunity to talk about social justice and align her brand with issues of civic duty, self-determination and social justice, while also paying tribute to Black pride and addressing issues of police brutality. These days, Beyoncé has once again taken to the NFL stage to reintroduce herself, and her brand, as a versatile artist who transcends genres, even as she adds country music to her sonic repertoire. Performances like the NFL’s Christmas Day halftime show deepen their connection with audiences and strengthen their brand’s adaptability and versatility.

The performance used social media attention to appeal to fans

Beyoncé’s performances, like other viral videos online, are designed to be shareable, discussion-worthy, and encourage engagement on social media. During her Christmas performance, fans immediately began sharing mini-clips from the performance, with some giving feedback on the seamless choreography and attention to detail and coordination. Relying on large audiences, timely releases, cultural messages and social media engagement, Beyoncé’s artistic projects have become marketing bonanzas, reinforcing her status as an icon with ironclad brand power.