In a bold move that blends sports and style, Rihanna’s Fenty Beauty—valued at over $2.8 billion—has entered its first major sports partnership by becoming an official sponsor of the WNBA’s New York Liberty. The partnership places Fenty’s branding on players’ pregame jackets, shooting shirts, and game-day activations, with even the team’s mascot, Ellie, getting a Fenty makeover.
This marks another strong push by Fenty into the sports world, following its WNBA All-Star party and Olympic tie-ins during the 2024 Paris Games. It also follows a rising trend of beauty brands supporting women’s sports, as seen with recent moves from Glossier, Hero Cosmetics, NYX, and Sephora.
Rihanna’s involvement is more than just a brand deal—it’s a cultural statement, aligning one of the world’s most influential celebrities with a league that’s rapidly growing in visibility and fan engagement.
At the center of this momentum is Angel Reese, whose charisma, on-court dominance, and off-court brand collaborations continue to draw mainstream attention to the WNBA. Reese’s ability to align with major stars and global brands is reshaping how the league is perceived and supported.
Meanwhile, Caitlin Clark is turning heads with her game-changing performance, bringing an entirely new wave of fans to women’s basketball. Her electric play and record-breaking college career have made her one of the biggest names to enter the league in years—proving that the future of women’s basketball is now.
With stars like Reese and Clark pushing the game forward, and with cultural giants like Rihanna stepping courtside, the WNBA is poised for a historic leap in reach, relevance, and revenue.
