Beyoncé‘s custom feather coat, courtesy of Roberto Cavalli, worn at the beginning of her NFL halftime show performance on Netflix during the Baltimore Ravens and Houston Texans game on Christmas Day, generated $482,000 in media impact value for the brand, according to LaunchMetrics.
MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.
According to the report, the event sparked $43 million in media exposure overall. The game was livestreamed on Netflix and peaked during Beyoncé’s performance with 27 million viewers, according to the streaming platform.
Beyoncé with Reyna Roberts, Tanner Adell, Brittney Spencer and Tiera Kennedy.
Photo by Julian Dakdouk
Beyoncé opened her performance by singing “16 Carriages” while astride a white horse. She wore the feather coat courtesy of the Italian luxury fashion company. The mononymous star eventually forwent the Cavalli custom creation and showed off a studded white, long-sleeve bodysuit with coordinated chaps courtesy of Lindsey James Show Clothing.
The singer’s look was curated by stylist and costume designer Shiona Turini, who previously collaborated with “Black Panther” actress Letitia Wright and Oscar winner Daniel Kaluuya.
The white and metallic silver glittering cowgirl attire was paired with boots by Christian Louboutin. As for her accessories, the singer wore a 10-gallon hat courtesy of ASN. She also wore dazzling jewelry by Lorraine Schwartz.
Beyoncé performs with daughter Blue Ivy during the halftime show.
Getty Images
Beyoncé’s performance also featured the singer’s daughter, Blue Ivy Carter. The 12-year-old matched her mother’s cowgirl core aesthetic, wearing a custom Frolov outfit. Carter’s costume for the performance was completed by Akira boots, a diamond necklace and a white Stetson cowboy hat.
This isn’t the first time Beyoncé’s fashion choices yielded major gains for brands and fashion houses during her “Cowboy Carter” era. In September, Beyoncé’s Instagram post featuring images from her Levi’s campaign amassed $1.3 million in media impact value, according to LaunchMetrics. Over a period of 48 hours, the campaign earned $5 million in MIV.
Beyoncé performs with daughter Blue Ivy during the halftime show.
Getty Images
Beyoncé’s “Cowboy Carter,” also referenced as “Act II: Cowboy Carter,” debuted in March 2024. The album earned the most nominations at the 67th Annual Grammy Awards — leading with 11 nods, including Album of the Year.
