Beyoncé is bringing her Renaissance World Tour to AT&T Stadium in Arlington on September 21. But a local connection is already underway to support both the tour and a mission of the superstar singer-songwriter’s foundation.
Plano-based Lexus USA has signed on as the exclusive automotive partner of the U.S. leg of Beyoncé’s world tour, and is doing something else too—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 said its donation “expands the BeyGOOD commitment” by providing an additional $10,000 each to two grant recipients in all U.S. tour cities.
“Lexus is honored to be part of Beyoncé’s Renaissance World Tour and contribute to BeyGOOD Foundation’s mission focused on economic equity,” Mia Phillips, senior manager of advertising and media for Lexus, said in a statement. “We’re confident this collaboration will make a significant impact on entrepreneurs in every city we touch.”
Foundation initiative launched in 2020
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,” Lexus said, with the artist herself committing $1 million to support small businesses in 10 cities in the U.S. as well as various regions in the U.K.
During the U.S. tour, “business impact luncheons” will be held to celebrate grant recipients in Chicago, New York, Charlotte, N.C., Atlanta, Los Angeles, Houston, and New Orleans.
Ivy McGregor, executive director at BeyGOOD Foundation, said the Lexus alignment “supports entrepreneurs, families, and communities at large. We believe everyone has the right to economic equity.”
To showcase one of its vehicles for the U.S. tour, Lexus crafted a “one-of-a-kind” LC 500 featuring a premium chrome-wrapped exterior and jewel accents on the mirrors, headlamp surrounds, wheel center caps, and license plate frame. The ride will be showcased at an interactive in-venue Lexus display, allowing allows concertgoers to engage with it via a photo booth that includes virtual iconography from the tour set. A karaoke booth will be part of the display as well.
The Renaissance World Tour kicked off in the U.S. in Philadelphia on July 12. Its last U.S. tour date is in Kansas City on October 1.
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