Celebrity Name: Cardi B
Brand Name: Zevia
Deal Type: Multi-Year Brand Ambassador + Shareholder (Equity Deal)
Announced: March 20, 2026
Impact: Elevates Zevia’s cultural presence via major 2026 campaign and tour sponsorship, while expanding Cardi’s ownership-focused business portfolio
- Cardi B is joining Zevia as both a shareholder and brand ambassador in a multi-year deal, giving her actual ownership stake and a say in the brand’s creative direction, not just a paycheck to show up.
- Zevia is the official sponsor of Cardi’s Little Miss Drama Tour (which kicked off February 11 in Palm Desert), with ticket giveaways and on-site fan activations running through the tour’s final date on April 18 in Atlanta.
- A full Zevia x Cardi B campaign drops Summer 2026, covering commercials, in-store displays, social content, a sampling tour, live appearances, and even new flavor development.
- The deal adds to Cardi’s expanding portfolio alongside Grow-Good Beauty, Don Julio, and REVOLVE, showing she’s building long-term wealth well beyond music.
Cardi B is not just putting her name on a can, she’s buying into the brand. The Grammy-winning rapper has announced a multi-year partnership with zero-sugar beverage brand Zevia, joining as both a shareholder and brand ambassador.
The deal marks a major shift from endorsement to ownership, and Cardi made clear she sees a real difference between being paid to promote something and actually holding equity in it.
The collaboration kicks off with Zevia as the official sponsor of Cardi’s Little Miss Drama Tour, which opened February 11 in Palm Desert, California, and runs through April 18 in Atlanta, with ticket giveaways planned throughout.
On why the partnership makes sense personally, Cardi kept it straightforward: “I love soda but I can’t be out here drinking a whole can of sugar. Zevia, it’s zero sugar, no fake ingredients, and it hits.”
A major campaign is set to launch in Summer 2026, featuring commercials, in-store displays, social content, a sampling tour, and in-person appearances, with Cardi also joining in on product and flavor innovation.
It’s the kind of all-in brand partnership that’s become a hallmark of today’s biggest stars; Dua Lipa recently signed on as Nespresso’s global brand ambassador, while Ariana Grande fronted a full creative campaign for Swarovski that went well beyond a standard endorsement.
On the music side, Cardi remains one of rap’s biggest commercial forces: she holds over 100 million RIAA-certified units sold with three diamond certifications, and her debut album Invasion of Privacy remains a landmark in female rap streaming history.
The Zevia deal adds another pillar to a business portfolio that already includes beauty, fashion, and spirits.
Takeaways
This deal is a sign of the times. Celebrity brand deals are evolving, artists are increasingly demanding equity stakes rather than flat fees, and Cardi B’s move with Zevia fits that trend perfectly.
What’s smart here is the timing of the rollout. Anchoring the launch to a live tour creates immediate, authentic visibility: fans see the brand in real life, not just in an ad. And by waiting for Summer 2026 to drop the bigger campaign, Zevia gives the partnership room to build cultural momentum first.
For Zevia, which has traded near its 52-week low, a Cardi B co-sign could be the cultural reset the brand needs to connect with mainstream consumers, not just the wellness crowd.
Does giving celebrities equity stakes, rather than just fees, actually make brand deals more effective, or is it just better optics? Can Cardi B’s audience, known for high engagement, translate into real sales movement for a niche better-for-you soda brand?
