Beyoncé fans: SoFi Stadium highlights to look for at upcoming Los Angeles shows

USA Today

30-04-2025

AI-assisted summary
Beyoncé kicked off her "Cowboy Carter and the Rodeo Chitlin' Circuit Tour" at SoFi Stadium in Los Angeles.
The concert featured Beyoncé's hair care line, "Cécred," and her whiskey brand, SirDavis, alongside merchandise and fan experiences.
The three-hour show included a performance by Blue Ivy and other highlights.
Fans could purchase exclusive "Cowboy Carter" merchandise and Cécred products.
Beyoncé Knowles-Carter rocked the stage during the opening show of her Cowboy Carter and the Rodeo Chitlin' Circuit Tour, and she's expected to bring the heat for the remainder of her first set of shows in Los Angeles.
The megastar brought the debut concert of her "Cowboy Carter" tour to the SoFi Stadium stage in Los Angeles on April 28. The night was filled with family, powerful messages — and of course soaring vocals, incredible costumes and masterful choreography.
Unless you've been completely off the grid, you've probably seen the set list for the 3-hour show and top moments —like Beyoncé's daughter Blue Ivy owning the stage. In addition to experiencing the show in-person, there are some other highlights to look forward to during the show.
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Beyoncé's Cécred hair salon
Beyoncé's Cécred hair care line has been named the official beauty brand of the "Cowboy Carter" tour. Dubbed the Cécred Roadshow, the brand is delivering a nationwide mobile pop-up, and Los Angeles concertgoers will be the first to experience it before it hits a number of other cities and Ulta Beauty stores around the country.
Once on SoFi grounds, fans can look forward to a Cécred oasis filled with live activations, photo opportunities and merchandise.
Of course, Beyoncé released her hair care line last year. Prior to the announcement, she teased her new business venture on Instagram while opening up about the impact of growing up in her mom's hair salon.
Beyoncé's SirDavis whiskey sets up shop at the concert
During Beyoncé's opening show, many fans sang along with her as she sang the lyrics "Davis in my bones" from her 2024 song "Bodyguard." And for many of those in the crowd it was a true statement thanks to Beyoncé's SirDavis Whisky — the official spirit of the tour.
The American whiskey was founded by Beyoncé and crafted in partnership with Moët Hennessy, and fans headed to Beyoncé's concerts have abundant opportunities to get their hands on a glass. There are multiple SirDavis bars and specialty cocktails, and fans can expect to see SirDavis mini shot glasses and many mason jar-esque cups topped with white cowboy hats filling the stadium.
These cups are one of many cute trinkets, and they are selling for $43.
Merchandise, trivia games and more
During the first show, many fans were excited to purchase never-before seen "Cowboy Carter" merchandise, some of which incorporated Beyoncé's other brands, such as a Cé Lumière perfume car freshener.
During the kickoff performance, fans had the chance to participate in different trivia games. At one point, Beyoncé's publicist Yvette Noel-Schure made her way around the stadium to crown Beyhive members "queens of the rodeo" for their outfits.
The takeaway — Cowboy Carter and the Rodeo Chitlin' Circuit is more than a show; it's an experience. And for many die-hard Beyoncé fans it's a one-stop shop for all thing Beyoncé and her many business ventures.
Follow Caché McClay, the USA TODAY Network's Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.