Rihanna’s Fenty Brand Invests in WNBA’s New York Liberty: A Game-Changer for Women’s Sports

By Editorial Desk | August 25, 2025

Rihanna’s multibillion-dollar Fenty empire, encompassing Fenty Beauty and Fenty Skin, has made a landmark investment in the Women’s National Basketball Association (WNBA) through a sponsorship deal with the 2024 champion New York Liberty, announced on May 12, 2025. As the WNBA experiences unprecedented growth in viewership and revenue, this partnership marks Fenty’s first official sports marketing venture with a professional team, aligning its inclusive beauty ethos with the league’s diverse, passionate fanbase. Valued at $1.4 billion, Rihanna’s brand is redefining sports sponsorships by integrating beauty, culture, and empowerment, setting a new standard for brand engagement in women’s sports. This article provides a detailed analysis of the investment, its strategic significance, and its broader impact, supported by data in tables and answers to frequently asked questions, drawing on recent developments and web sources.

Fenty’s WNBA Investment

The sponsorship deal, facilitated by LVMH-owned Fenty Beauty and Fenty Skin, names both brands as the official beauty partners of the New York Liberty for the 2025 WNBA season. Announced by Cosmetics Business on May 12, 2025, the partnership includes in-arena activations, branding on players’ warmup jackets and shooting shirts, and promotional integration with the team’s mascot, Ellie the Elephant. Key features include the “Gloss Bomb cam” at Barclays Center, showcasing fans’ beauty routines, and an exclusive Liberty-branded Fenty lip gloss sold at the team store. The deal follows Fenty’s sponsorships at the WNBA All-Star Weekend in Phoenix and with individual athletes during the 2024 Paris Olympics, reflecting Rihanna’s strategic pivot to sports marketing.

The WNBA’s 2024 season saw a 170% viewership increase and its highest attendance in 22 years, with the Liberty-Minnesota Lynx finals averaging 1.6 million viewers—a 115% jump from 2023. Fenty’s investment capitalizes on this surge, aligning with a league projected to generate $200 million annually from its new 11-year media deal, a 250% increase from $57 million.

Fenty’s Rise and WNBA’s Growth

Rihanna, with a net worth of $1.4 billion as of October 2024, transformed from a global pop icon to a business mogul through Fenty Beauty (launched 2017), Savage X Fenty, and Fenty Skin. Fenty Beauty, generating $570 million in its first year, disrupted the cosmetics industry with 50 foundation shades, setting an inclusivity benchmark. Partnered with LVMH’s Kendo Brands, Fenty has expanded into haircare and lifestyle, with Savage X Fenty valued at $3 billion. The WNBA partnership extends this ethos, aligning with the league’s diverse fanbase (40% female, per ESPN) and socially progressive ethos.

The WNBA, founded in 1997, has seen exponential growth since 2020, driven by stars like Caitlin Clark and Angel Reese. Deloitte’s 2025 forecast projects women’s sports revenue at $2.3 billion globally, with basketball contributing $1.03 billion. The league’s “Changemaker” sponsorship platform, launched in 2020, has attracted brands like Google and Deloitte, yielding a 286% average ROI for top partners. Fenty joins CoverGirl (Chicago Sky) and Sephora (Golden State Valkyries) in redefining sports sponsorships for women’s audiences.

Fenty-Liberty Partnership

Partnership Details

• Announcement: May 12, 2025, via Cosmetics Business.
• Scope: Fenty Beauty and Fenty Skin as official beauty partners of the New York Liberty for 2025.
• Activations:
• In-Arena: “Gloss Bomb cam” engages fans with beauty-focused jumbotron features; exclusive Liberty-branded lip gloss sold at Barclays Center.
• Branding: Fenty logos on warmup jackets, shooting shirts, and mascot promotions.
• Collaborations: Marketing campaigns with players and Ellie the Elephant, including a “what’s in her bag” video.
• Value Alignment: Emphasizes inclusivity, empowerment, and authenticity, resonating with the Liberty’s Brooklyn-rooted identity.

Strategic Objectives

• Fenty: Expand brand reach to the WNBA’s 2.5 million fans, leveraging its 40% female audience and cultural influence.
• New York Liberty: Enhance fan engagement and brand visibility, as noted by CEO Keia Clarke: “Aligning with like-minded brands allows us to deliver meaningful connections.”
• WNBA: Reinforce the league’s appeal to non-traditional sponsors, boosting its $200 million media deal and 19% sponsorship growth in 2024.

Key Players

• Rihanna: Fenty founder, driving inclusivity and strategic vision.
• Keia Clarke: Liberty CEO, emphasizing value alignment and fan experiences.
• Sukiana Chancy: Fenty Skin/Hair VP, highlighting the intersection of beauty and athleticism.
• Isabelle Harrison: Liberty forward, embracing the partnership as a blend of her athletic and beauty identities.

Trends and Implications

Strategic Rationale

Fenty’s investment taps into the WNBA’s skyrocketing popularity, with a 170% viewership surge and a 286% ROI for sponsors, per Deloitte. The partnership aligns Fenty’s inclusivity ethos—evident in its 50-shade foundation range—with the Liberty’s diverse roster and fanbase, creating authentic engagement. Rihanna’s cultural influence, amplified through social media campaigns, positions Fenty to capture the WNBA’s 185% higher purchase intent among fans, per Morning Consult.

Industry Trends

• Women’s Sports Boom: Women’s sports revenue is projected at $2.3 billion in 2025, with basketball leading at $1.03 billion, per Deloitte.
• Non-Traditional Sponsorships: Beauty brands like Fenty, CoverGirl, and Glossier (WNBA’s first beauty partner in 2020) are redefining sports marketing.
• Player Influence: WNBA stars like Angel Reese (Mielle Organics) and Sabrina Ionescu leverage social media for brand deals, blending performance and style.
• Cultural Integration: The “tunnel moment” as a style showcase, as noted by Liberty’s Isabelle Harrison, drives fan engagement and brand visibility.

Economic and Social Impacts

• Economic Growth: Fenty’s deal boosts the WNBA’s commercial appeal, supporting its $200 million media deal and 19% sponsorship growth.
• Fan Engagement: In-arena activations like the “Gloss Bomb cam” have drawn wild crowd responses, per Chancy, converting beauty fans into basketball fans.
• Social Impact: The partnership promotes inclusivity, with Ellie the Elephant’s Black-woman-coded design and Fenty’s diverse campaigns resonating with 40% female viewers.
• Market Reaction: LVMH shares rose 1.8% post-announcement, reflecting investor confidence in Fenty’s expansion.

Challenges

• Sustainability: High sponsorship costs must yield sustained ROI, given the WNBA’s historical profitability struggles, as noted in X posts.
• Competition: Rival brands like Sephora and CoverGirl challenge Fenty’s dominance in WNBA sponsorships.
• Cultural Risks: Over-commercialization could alienate fans, with some X posts criticizing the WNBA’s focus on star-driven marketing.
• Execution: Integrating beauty activations into sports without diluting brand authenticity requires careful execution.

Future Projections

Fenty’s partnership could inspire more beauty and lifestyle brands to enter women’s sports, with the WNBA’s sponsorship revenue potentially hitting $300 million by 2030. Rihanna may expand Fenty’s sports portfolio, leveraging her $1.4 billion empire to target other leagues like the NWSL. The Liberty’s success, with 2.5 million fans and a 115% finals viewership increase, positions it for further high-profile deals. India’s AI-driven marketing boom, as seen with Reliance’s data centers, could enhance fan analytics for such partnerships, amplifying ROI.

Fenty-WNBA Partnership Snapshot (2025)

WNBA Sponsorship Landscape (2025)

FAQs

What is Fenty’s investment in the WNBA?
Fenty Beauty and Fenty Skin signed a sponsorship deal with the New York Liberty as official beauty partners for 2025, announced May 12, 2025.

What does the Fenty-Liberty partnership include?
In-arena “Gloss Bomb cam,” exclusive Liberty-branded lip gloss, Fenty logos on warmup gear, and mascot integrations.

Why did Fenty choose the WNBA?
The WNBA’s 170% viewership growth, 40% female fanbase, and inclusivity align with Fenty’s ethos, offering a 286% ROI for sponsors.

How has the WNBA’s growth influenced this deal?
The 2024 season’s 1.6 million finals viewers and $200 million media deal make the WNBA a prime investment for brands like Fenty.

Who are the key figures in this partnership?
Rihanna (Fenty founder), Keia Clarke (Liberty CEO), Sukiana Chancy (Fenty VP), and Isabelle Harrison (Liberty forward).

How does this fit into Rihanna’s business empire?
Valued at $1.4 billion, Fenty’s WNBA deal extends its inclusivity-driven brand into sports, following successes in beauty and lingerie.

What are other WNBA sponsorships?
CoverGirl (Chicago Sky), Sephora (Golden State Valkyries), and Glossier (league-wide) reflect the trend of beauty brands in women’s sports.

What challenges does the partnership face?
Sustainability concerns, competition from rival brands, and risks of over-commercialization, as noted in some X posts.

How does this impact women’s sports?
It boosts visibility, fan engagement, and commercial value, potentially driving WNBA sponsorship revenue to $300 million by 2030.

What’s next for Fenty in sports?
Fenty may expand to other women’s leagues like the NWSL, leveraging Rihanna’s cultural influence and AI-driven marketing trends.