Beyoncé’s COWBOY CARTER TOUR became a landmark moment in live entertainment history - officially crowned as Pollstar’s 2025 Top Tour of the Year and Billboard’s highest-grossing Country tour of all time. The tour delivered a sold-out, 32-date transatlantic stadium run across North America, the UK, and Europe, drawing more than 1.6 million fans and generating over $400 million in gross revenue. Along the way, it broke more than 30 stadium records and extended Beyoncé’s historic standing as the highest-grossing Black artist and R&B artist of all time, while marking her as the first woman and first American act with two tours exceeding $400M.

As Global Tour Marketing Lead, I led the international marketing strategy for the COWBOY CARTER TOUR, driving sustained sell-through across every market and supporting record-setting performances at iconic venues including SoFi Stadium, MetLife Stadium, Tottenham Hotspur Stadium, and Stade de France. The campaign amplified a genre-defining creative vision rooted in the GRAMMY® Album of the Year-winning COWBOY CARTER, positioning the tour as both a commercial powerhouse and a cultural redefinition of country music for a global audience.

Beyond ticketing, the tour’s marketing ecosystem extended into brand partnerships, immersive fan experiences, and cultural impact, fueling demand through integrated collaborations with Marriott Bonvoy, Ulta Beauty, Cécred, SirDavis, Citibank, Mastercard, Verizon, and Vibee, while also supporting over $3 million in community investment through the BeyGOOD Foundation. Together, the campaign set new benchmarks for scale, creativity, and cross-genre resonance in global touring.