As women’s sports skyrockets in viewership and popularity, major brands see new opportunities to reach consumers — especially women. For a prime example, look no further than Fenty’s partnership with the New York Liberty.

In May, Rihanna’s multibillion-dollar brand inked its first beauty and skin sports contract with the WNBA’s reigning champions.

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“There’s not one monolithic view of what a female athlete looks like and there’s not one monolithic view of what beauty and beautiful looks like,” Sukiana Chancy, vice president of brand strategy for Fenty Skin and Fenty Hair, told NBC News. “That is the perfect intersection, really, of the marriage of these two brands, Fenty Beauty and New York Liberty.”

Brands are noticing the WNBA’s impres

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