Title: Rihanna’s Fenty Brand Embraces WNBA Partnership as Women’s Sports Gain Momentum The world of sports has long been dominated by men, but in recent years, women’s sports have begun to gain significant traction and visibility. This shift is not only beneficial for the athletes themselves but also opens up new opportunities for brands looking to reach a wider audience, especially female consumers. A prime example of this trend can be seen in Rihanna’s multibillion-dollar brand Fenty, which recently partnered with the WNBA’s New York Liberty as their first beauty and skin sports contract. This partnership is not only significant for both brands but also reflects a growing recognition among major corporations that women’s sports are no longer just a niche market. The WNBA has seen impressive numbers in recent years, with last year delivering its most-watched regular season in 24 years and posting the highest attendance in 22 years. This growth is not limited to the United States; globally, women’s sports viewership has been steadily increasing as well. The potential implications of this trend are vast. As more brands invest in women’s sports teams, it can lead to increased funding and resources for these athletes, allowing them to compete at higher levels and potentially attract even more viewers. Additionally, partnerships between beauty and skincare companies like Fenty Skin and haircare brand Fenty Hair with WNBA teams provide a platform for female athletes to showcase their unique styles and personalities while promoting self-expression and inclusivity in sports. From my perspective, this shift towards embracing women’s sports is long overdue but highly welcome. It not only empowers female athletes by providing them with greater visibility and opportunities but also challenges traditional gender norms associated with sports. By supporting brands like Fenty that actively promote inclusivity and diversity in their partnerships, we can help create a more equitable playing field for all athletes regardless of their gender or background. In conclusion, Rihanna’s Fenty brand stepping up to partner with the WNBA is just one example of how major corporations are recognizing the potential of women’s sports as an untapped market. As viewership continues to grow and more brands invest in these teams, we can expect to see even greater strides towards gender equality both on and off the field.
Source: [Original Article](https://www.nbcnews.com/sports/wnba/rihannas-multibillion-dollar-brand-invested-wnba-just-start-rcna223732)
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