"We want to challenge you."
The hugely influential power couple are urging fans to adopt a vegan diet for one month, and they could win one pair of tickets annually for the next 30 years in return.
The competition was announced on Instagram by Beyonce, and it’s estimated that the hotly contended contest has a value of $12,000 (£9,160).
Describing the contest, Beyonce explained how it aims to support the Greenprint Project, which champions the adoption of vegan diets in order to promote a positive environmental impact.
“The benefits of a single plant-based meal a day can have such a profound impact on our health and the environment, spanning from cutting carbon emissions to conserving water,” said Beyonce and Jay-Z.
“We want to challenge you as we challenge ourselves to move towards a more plant-based lifestyle and acknowledge you for standing up for your health and the health of the planet.”
It comes after the pair promoted The Greenprint Project, which was founded by Beyonce’s personal trainer Marco Borges.
Urging fans to try veganism, they wrote: “We all have a responsibility to stand up for our health and the health of the planet. Let’s take this stand together. Let’s spread the truth. Let’s make this mission a movement. Let’s become “the Greenprint,”.