Rihanna’s Fenty Beauty empire just expanded into new territory — women’s professional basketball.
According to NBC Sports, the multibillion-dollar brand has signed its first-ever beauty and skincare contract with the WNBA, partnering with the New York Liberty, fresh off their championship season.
According to Fenty Skin and Fenty Hair Vice President of Brand Strategy Sukiana Chancy, the move reflects a broader vision of inclusivity. “There’s not one monolithic view of what a female athlete looks like, and there’s not one monolithic view of what beauty and beautiful looks like,” she said to the outlet. “That is the perfect intersection, really, of the marriage of these two brands, Fenty Beauty and New York Liberty.”
The timing couldn’t be more strategic. The WNBA is experiencing record-breaking growth, with the 2024 season delivering the league’s highest viewership in nearly 25 years.
Ratings for the finals matchup between the Liberty and Minnesota Lynx jumped 115% over 2023, averaging 1.6 million viewers. Attendance also reached a two-decade high, signaling that fans are more engaged than ever.
For New York Liberty CEO Keia Clarke, collaborations like this are about value alignment. “It all really goes back to investment, general investment, from brands that want to step up and have value alignment with us,” she said. “I think there’s a different level of visibility for women’s sports right now, and especially in basketball.”
Players are also embracing the spotlight. Liberty forward Isabelle Harrison called the partnership a chance to merge her passions. “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. So Fenty, with this partnership with the Liberty, it’s truly brought both of my worlds together.”
Fenty Beauty’s rollout with the Liberty includes creative in-arena activations, such as a “Gloss Bomb cam” on the jumbotron, exclusive lip gloss products at Barclays Center, and branded warm-ups for the players.
Even the team’s mascot is getting involved, featuring Fenty in playful social content.