Rihanna’s beauty empire has made a bold move into professional sports by partnering with the WNBA‘s defending champions, the New York Liberty. Fenty Beauty signed its first sports sponsorship dealin May 2025, marking a significant investment in women’s basketball at a time when the league is experiencing record-breaking viewership and attendance. Rihanna Fenty Invests in WNBA
The partnership comes as women’s sports skyrockets in viewership and popularity, with major brands recognizing new opportunities to reach female consumers. The WNBA delivered its most watched regular season in 24 years, with broadcasts seeing a 170% increase in viewership compared to 2023.
Fenty’s deal with the Liberty includes creative fan experiences like the “Gloss Bomb cam” and exclusive products sold at the team store. This partnership represents more than a typical sponsorship agreement. It shows how beauty brands are redefining sports partnerships by celebrating the complete identity of female athletes rather than focusing solely on their athletic performance.
Key Takeaways – Rihanna Fenty Invests in WNBA
- Fenty Beauty became the first major beauty brand to partner with the WNBA champions, setting a new precedent for sports sponsorships
- The partnership creates innovative fan experiences that blend beauty and basketball, from jumbotron activations to exclusive product lines
- This investment demonstrates how brands can successfully support women’s sports while building authentic connections with female consumers
Rihanna and Fenty’s Game-Changing WNBA Investment
Rihanna’s multibillion-dollar Fenty empire made history in May 2025 by signing its first sports partnership with the WNBA champion New York Liberty. This groundbreaking deal combines beauty, athletics, and female empowerment in ways that challenge traditional sports marketing.
Strategic Alliance With the New York Liberty
Rihanna’s Fenty Beauty partnered with the New York Liberty as the team’s official beauty and skincare sponsor. The timing proved perfect – the Liberty won the 2024 WNBA championship.
The deal includes Fenty Beauty, Fenty Skin, and Fenty Hair brands. This marks Fenty’s first major sports sponsorship agreement.
Liberty CEO Keia Clarke emphasized how the partnership reflects broader investment trends. Brand partnerships with value alignment are driving visibility for women’s sports, especially basketball.
The collaboration positions both brands for growth. Fenty gains access to the expanding women’s sports audience while the Liberty benefits from association with a globally recognized beauty empire.
Partnership Details and Community Impact
The partnership brings visible Fenty branding to Liberty games at Barclays Center in Brooklyn. Key partnership elements include:
- Fenty logos on pregame jackets and shooting shirts
- In-game activations and promotional content
- The famous Fenty Gloss Bomb Cam during games
- Team mascot Ellie the Elephant featuring Fenty products
The collaboration has created unique fan engagement opportunities that blend sports and beauty. Fans can participate in exclusive product launches and interactive experiences.
The partnership fills a previously unmet need. Clarke noted it highlighted “maybe this was a gap in the audience” for beauty-focused sports content.
Championing Female Empowerment and Authenticity
The alliance represents more than marketing – it champions authentic female representation. Liberty forward Isabelle Harrison explained how the partnership allows athletes to represent all aspects of their identity.
“I finally found a perfect space for me to represent all of who I am, not just being an athlete, not just being a beauty junkie,” Harrison said.
Sukiana Chancy, vice president of brand strategy for Fenty Skin and Fenty Hair, emphasized the alignment. Both brands reject monolithic views of female athletes and beauty standards.
The partnership demonstrates that female athletes can excel in competition while embracing beauty and style. This challenges outdated stereotypes about women in sports.
Core values shared by both brands:
- Inclusive beauty for all women
- Authenticity in self-expression
- Confidence in multiple identities
- Female empowerment through representation
Setting a New Standard for Brands in Women’s Sports
Fenty’s partnership with the New York Liberty represents a shift in how beauty and lifestyle brands approach women’s sports marketing. The collaboration introduces creative fan experiences and demonstrates the commercial potential of investing in female athletes.
Innovative Sports Marketing and Sponsorships
The WNBA has attracted major beauty brands through strategic partnerships that go beyond traditional sponsorship models. Fenty Beauty became the first beauty brand to sponsor a WNBA team with its New York Liberty deal in May 2025.
Other beauty companies have followed similar paths. Glossier established itself as the league’s first beauty partner in 2020. CoverGirl sponsors the Chicago Sky, while Sephora invested in the Golden State Valkyries expansion team.
Key Brand Partnerships:
- Fenty Beauty/Skin – New York Liberty
- Glossier – League-wide partnership
- CoverGirl – Chicago Sky
- Essie – First-time sports sponsorship with WNBA
Brands like Essie and Pinterest are making their first sports sponsorships with the WNBA instead of men’s leagues. This shows how women’s basketball has become an attractive entry point for companies new to sports marketing.
The timing aligns with record viewership numbers. The 2024 finals between the Liberty and Minnesota Lynx averaged 1.6 million viewers, marking a 115% increase from 2023.
In-Arena Activations and Fan Engagement
Fenty introduced the “Gloss Bomb cam” as a creative twist on traditional arena entertainment. This activation puts fans on the jumbotron while highlighting Fenty lip gloss products during Liberty games.
The concept generated strong crowd reactions at the Barclays Center. Sukiana Chancy from Fenty noted that fans “really went wild” during the Gloss Bomb cam, showing audience appetite for beauty-focused content at basketball games.
Additional fan experiences include exclusive products sold at the team store. Fenty created a special Liberty-branded lip gloss available only at Barclays Center. The brand’s logo appears on player warmup and shooting shirts.
Even Ellie the Elephant, the Liberty mascot, participates in brand content through “what’s in her bag” videos featuring Fenty products. These activations blend entertainment with product placement in ways that feel natural to the game experience.
Industry Influence and Future Implications
The success of beauty brand partnerships in women’s basketball has created a template for other industries. Keia Clarke, CEO of the New York Liberty, emphasized how brands are “redefining what a sports sponsorship looks like” in women’s sports.
Female athletes have embraced these marketing opportunities as part of their personal brands. Chicago Sky forward Angel Reese signed with Mielle Organics, a Black-owned hair care company. These partnerships allow players to represent multiple aspects of their identities beyond athletics.
The LVMH-owned Fenty brand’s investment signals that luxury conglomerates see value in women’s sports marketing. This corporate backing provides financial stability and legitimacy to league partnerships.
Market Growth Indicators:
- 170% increase in WNBA viewership (2023-2024)
- Highest attendance in 22 years
- Most-watched regular season in 24 years
These partnerships extend beyond basketball season and create year-round marketing opportunities. The model demonstrates how brands can authentically connect with female consumers through sports investments.
Frequently Asked Questions
Rihanna’s partnership with the New York Liberty through Fenty Beauty marks a significant shift in how celebrity brands engage with women’s sports. This collaboration creates new visibility opportunities and sets precedents for future brand investments in the WNBA.
What impact has Rihanna Fenty’s investment had on the WNBA’s growth and visibility?
Rihanna’s Fenty Beauty partnership with the New York Liberty brings significant mainstream attention to the WNBA. The deal places Fenty Beauty logos on pregame warm-up jackets and shooting shirts.
The partnership includes fan activations during games. This creates more engagement opportunities for WNBA audiences.
Rihanna’s massive social media following helps expand the league’s reach. Her celebrity status attracts new viewers who might not typically follow women’s basketball.
How does Rihanna Fenty’s involvement with the WNBA influence the support of women’s sports by other brands?
Fenty Beauty’s first official WNBA partnership demonstrates the commercial value of women’s sports sponsorships. Other beauty and lifestyle brands may follow this model.
The partnership shows how brands can authentically connect with female audiences. This approach helps brands reach demographics that value women’s empowerment.
Rihanna’s involvement proves that major celebrities can successfully partner with women’s sports teams. This may encourage other high-profile figures to invest in similar partnerships.
What are the potential long-term effects of celebrity investments in women’s sports leagues?
Celebrity partnerships bring sustained media coverage to women’s sports. This increased visibility can lead to higher viewership and attendance numbers.
Star power helps attract younger audiences to women’s sports. These fans may become lifelong supporters of the leagues.
Celebrity investments can drive up sponsorship values across women’s sports. Teams gain more leverage when negotiating future partnership deals.
How has Rihanna Fenty’s investment strategy addressed gender disparities in sports sponsorships?
Rihanna chose to partner with the reigning WNBA champions. This decision highlights the athletic excellence in women’s professional sports.
Fenty Beauty’s mission of ‘Beauty for All’ aligns with supporting women athletes. The brand emphasizes female empowerment through this partnership.
The collaboration treats women’s sports as a premium marketing opportunity. This approach challenges the traditional undervaluation of women’s athletic partnerships.
What initiatives have been introduced in the WNBA following Rihanna Fenty’s investment?
The partnership includes incorporating the New York Liberty’s mascot Ellie the Elephant into promotional campaigns. This creates unique marketing content for both brands.
Fan activations before, during, and after games provide new engagement opportunities. These events help build stronger connections between fans and the team.
Rihanna expressed interest in seeing how Liberty players express themselves through makeup. This creates potential for athlete-focused beauty content and campaigns.
How does the collaboration between Rihanna Fenty’s brand and the WNBA benefit both parties?
The New York Liberty gains access to Rihanna’s massive fanbase. This exposure helps the team reach audiences beyond traditional basketball fans.
Fenty Beauty established deep roots in New York when the brand launched there. Partnering with the Liberty strengthens this local connection.
The collaboration allows both brands to champion women’s empowerment authentically. This shared mission creates meaningful marketing opportunities that resonate with target audiences.
