There's nothing that Beyoncé loves more than teasing her fans.
And this year, she waited until the halftime show for Netflix's NFL Christmas Gameday broadcast to tease a pretty mega announcement, implying that something BIG was coming.
This isn't the first time that Queen Bey has used a sporting event to promote a brand-new professional endeavour.
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Last year, the 43-year-old singer hit the headlines for 'stealing the show' during February's Superbowl by breaking another batch of major news.
If you're in need of a little reminder, Bey starred in a commercial for US phone company Verizon at the time, which aired at half-time and was shown in the American football stadium.
Viewers were baffled by the minute-long video, which saw the mother-of-three passing through several personas, such as ‘Beyonce of the United States’, ‘Bar-Bey’ and the first woman to launch the first rocket for the first woman in space.
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The promo ended with the musician telling fans: "OK, they’re ready... Drop the new music," before adding: "I told y’all the Renaissance is not over."
Fans were subsequently sent into a frenzy after putting two and two together, realising that she was revealing that her new album Renaissance Act II would be out the month following, which would feature two brand new singles.
As we know now, the launch was a hit, and she went on to drop yet another album, a country-esque release titled Cowboy Carter.
Naturally, therefore, after appearing during last night's Christmas Gameday broadcast - which aired on Netflix - and making yet another announcement, Bey fanatics can't quite believe their luck.
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If you missed it, two Christmas day American Football games were aired - one between the Kansas City Chiefs and the Pittsburgh Steelers, and one between the Baltimore Ravens and the Houston Texans - with the chart-topper performing between them.
After performing live renditions from her latest album including 'Texas Hold 'Em' and '16 Carriages', while inviting on the likes of Shaboozey and Post Malone to perform alongside her.
It was also around this time that she took to social media - both Instagram and Twitter - to share an GIF of herself riding on a white horse in front of a black background, waving a colossal US flag above her head and donning a traditional cowboy hat.
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In the caption, she also teased that something would be announced on 14 January, 2025 in an announcement that was also reshared by Live Nation online.
And, as we say, fans have since gone wild.
Of the most common predictions from them, is one theory that she's making it known she plans to perform a Cowboy Carter tour in the New Year.
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"WOW! And with that, Beyoncé proves, yet again, that there’s no one like her. The GOAT, and it’s not even close. Let me save my coins for the tour announcement," one joked on X.
Another added: "The way this could be an announcement for the visuals, tour or act iii…….. WHAT IS SHE ABOUT TO DO."
Meanwhile, some others think she'll be releasing a second part to her Western compilation.
One fan wrote: "Beyoncé finally announcing act ii: cowboy carter and preorder while i’m busy at work….. just a sick and evil woman."
"There is too much teasing for no announcement to be made," someone else jibed. "We will have Cowboy Carter Tour or Act III for sure (otherwise there will be a fight with beyonce…)".
I guess we'll have to wait to find out.
Rhianna Benson