2025-05-10 / Boardroom

Rihanna just made a power move into women’s sports. Fenty Beauty last valued at over $2.8 billion, is now an official sponsor of the New York Liberty—marking its first major sports partnership. The deal puts Fenty logos on pregame jackets, shooting shirts, and in-game activations, with team mascot Ellie also in the mix.⁠ ⁠ It’s the latest sign of Fenty’s growing presence in the sports world, following a WNBA All-Star party and athlete tie-ins during the 2024 Paris Olympics. The move mirrors a trend of beauty brands linking up with women’s teams—joining the likes of Glossier, Hero Cosmetics, Nyx, and Sephora in tapping into the momentum of women’s sports.⁠ ⁠ Backed by one of the most influential names in culture, fentybeauty’s Liberty deal doubles as a savvy brand play—connecting a multi-billion dollar business with a fast-growing, engaged fan base and redefining what courtside presence looks like.

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