Rihanna continues to level up her empire—this time making a power play in women’s sports. FENTY, her boundary-pushing fashion and beauty brand, has officially partnered with the WNBA in a deal that places the label front and center across league activations and warm-up apparel.
As part of the multi-year agreement, FENTY will be the exclusive sponsor for select WNBA events and activations, with its branding featured on official warm-up gear worn by players throughout the season. The partnership marks a historic moment for the league and for Rihanna, as it represents one of the first major fashion brand collaborations led by a Black woman at this level in professional sports.
This move is more than just marketing—it’s culture. The WNBA has been gaining serious traction, with the 2023 season drawing its highest viewership in two decades and the 2024 rookie class (including Caitlin Clark and Angel Reese) already generating record-breaking buzz. Rihanna’s involvement adds star power and cultural credibility to a league that’s already on the rise.
Photo: Antoine Flament / Getty Images Entertainment / Getty Images
FENTY’s entrance into the sports world aligns with the brand's ethos: bold, inclusive, and unapologetically forward-thinking. From Savage X Fenty’s disruptive fashion shows to now putting its stamp on women’s hoops, Rihanna is proving once again she’s not just in the game—she’s changing it.
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