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Fenty’s collaboration is the most recent alliance between a major brand and a women’s professional sports team. Similar ventures include CoverGirl partnering with the Chicago Sky and Sephora investing in the WNBA’s newest team, the Golden State Valkyries. In 2020, Glossier became the WNBA’s first beauty sponsor and is still a primary supporter today.
“It’s amazing how both worlds are now converging,” said Isabelle Harrison, a forward for the New York Liberty. “I’ve finally discovered the right environment to express all sides of myself, beyond just being an athlete and a beauty enthusiast. Fenty’s partnership with the Liberty really unites my passions.”
Harrison observed her team and league colleagues enthusiastically embracing new marketing avenues. For example, Chicago Sky forward Angel Reese signed with Mielle Organics, a Black-owned hair care company, as part of a new wave of sports influencers combining performance, character, and individual style.
At the same time, brands such as Essie and Pinterest are entering the sports sponsorship domain with the WNBA, opting against the men’s leagues.
“It’s intriguing to redefine sports sponsorship in a way that honors women, sports, and culture,” commented Clarke.
She reminisced about the day the players arrived for their headshots and other season media, and described their excitement at seeing Fenty makeup artists and products ready for use.
“There was a familiarity that made them feel special and made them feel seen,” Clarke said.
The tunnel moment has become a staple throughout professional sports — WNBA, NFL and NBA players have been using their arrivals as catwalks to showcase their style. Harrison counts getting ready for her tunnel moment as part of her game day prep.
She said women have reached out to her not about basketball, but about her skin care routine, and in turn they have become basketball fans.
“I’m not just a basketball player. I’m a beauty girl, I’m a health girl, I’m a girl’s girl,” she said. “Partnerships like this with Fenty, it just shows that you can invest and you can show that we hold value, and we’re always going to make return on our value. We’ve shown that. We’ve proven that every year. So I hope most other companies catch up to what Fenty is doing, because it’s huge.”
