Rihanna's Sport Playbook: Fenty's Now On The Court, The Football Pitch Up next...

Rihanna has gone from courtside to now partner through her latest partnership with New York Liberty, but this is just one of her many plays in the sports world..

Fresh off their Met Gala moment and still riding the high of a championship season, the New York Liberty just added another iconic name to their roster, Rihanna. Well, Fenty Beauty and Fenty Skin, to be exact.

Rihanna’s powerhouse brands have become the first-ever official beauty partners of the WNBA team, and the partnership will look like Fenty logos on Liberty pregame jackets and shooting shirts, in-arena product activations, and a calendar of fan-first collaborations. With Rihanna at the helm we can expect this partnership to be a huge cultural play.

“There is no energy and spirit like New York City’s. And the women of the New York Liberty exemplify such beauty, power and strength, so to have Fenty Beauty and Fenty Skin become a part of their journey this season is incredible.” – Rihanna

Rihanna is no stranger to blending sport and spectacle. She has been involved in huge sporting moments such as The 2023 Super Bowl Half Time Show, the 2024 WNBA All-Star Weekend and the 2024 Paris Olympics and Paralympics. She has proven numerous times that she knows how to move culture and numbers.

Now, she and A$AP Rocky are part of an investment group reportedly eyeing a takeover of League 2 side Tranmere Rovers. Another smart move that shows she sees what a lot of people are just now clocking onto: sport holds a ton of untapped value and when you bring a powerful personal brand and a portfolio like Fenty into the mix, you’re not just joining the conversation but shaping it.

This isn't just a Rihanna thing either. We're seeing it across the board — Will Ferrel and Michael B Jordan with Leeds United and Bournamouth, Tom Brady at Birmingham City and of course Ryan Reynolds and Rob McElhenney with the Wrexham takeover that changed the game completely.

Professor Simon Chadwick, an expert in global sports business, has termed this the “celebrification” of football, where big names like Rihanna, A$AP Rocky, Tems, Issa Rae, Michael B Jordan, Will Ferrel are being positioned as the public face of an investment consortium that drives engagement and interest in takeover bids.

There are so many huge opportunities in sport, and it great to see Rihanna is right on the money and is involved in sports projects where she can add a lot of value through her brands, reach and established global audience. it’s exciting to see what can be done in this WNBA space and beyond.