Rihanna returned to the stage after six years for the Super Bowl LVII halftime performance and brought her Fenty franchise with her, turning Fenty beauty into Fenty Bowl. The billionaire spared no opportunity to promote her brands, Fenty Beauty, Fenty Skin, and Savage x Fenty, in preparation for this year’s Super Bowl.

The Eagles and Chiefs players work hard, but Rihanna, her brands, and her marketing team work harder. The billionaire has utilized all forms of digital communication and social media to promote, market, and sell her products. TikTok, Instagram, and Twitter have seen the launch of an unusual combination of beauty x football-themed promotions, but we are all here for it. Rihanna has brought together the worlds of beauty and football through her unique voice and approach to digital communication.

@fentybeauty

That #FENTYGAMEFACE never fumbles! 💯🏈 Start the play with a layer of #HYDRAVIZOR to tackle any SPF worries 🌞 Then, touchdown on #PROFILTRFOUNDATION for that fresh AF, soft matte flex 💪🏿💪🏾💪🏽 #GAMEDAY is just 6 days away, so re-up on the essentials now to prep for the big day at the 🔗 in bio, @sephora, @sephoracanada, and #sephoraxkohls 🏆

♬ original sound – Fenty Beauty

Apart from football-related events, Rihannas Fenty brands have changed the game of their respective markets since their debut. Fenty Beauty challenged the makeup world to increase shade ranges to varying beauty products, and Savage x Fenty broke the standard of model body types to promote women of all shapes, sizes, and backgrounds. But what does this have to do with the Super Bowl?

The Super Bowl is one of the most popular events on American Television, generating millions of dollars in advertising revenue alone. It is a common theme to have unique ads run during the big game; companies pay millions for a one-time 30-second ad. The game-specific ads are released up to a month before the bid game. On the other hand, Rihanna started enhancing her super bowl marketing soon after her performance announcement last fall. She collaborated with the NFL and Savage, creating a shirt that says, “Rihanna concert interrupted by a football game, weird but whatever.”

As seen above, she integrated football into her beauty marketing campaigns. She also announced her second pregnancy at the start of her performance. In short, she turned this opportunity into a marketing machine. It is no secret that RiRi was popular in the beauty and music industries, given the success of her career. But she is now bringing her name to the forefront of what is predominately a male-dominated event by taking her brand, Fenty Beauty, into Fenty Bowl.