Rihanna is continuing to make bold moves — on and off the red carpet. Fresh off revealing her pregnancy at the Met Gala, the multi-hyphenate mogul has announced a game-changing partnership between her beauty brands Fenty Beauty and Fenty Skin and WNBA team New York Liberty.
“There is no energy and spirit like New York City’s,” said Rihanna, Fenty founder and CEO, in an official statement. “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. We’re excited to partner with them to get their game faces on.”
The partnership marks Fenty’s first full-team sponsorship, and it officially launches as the Liberty gear up for their return to Brooklyn’s Barclays Center for a pre-season game, ahead of the WNBA season tip-off on May 17, 2025.
A Natural Match in the Big Apple
New York holds a special place in the Fenty brand’s DNA. “New York is where we launched Fenty Beauty,” said Heather Fisher, Chief Marketing Officer of Fenty Beauty. “We, and Rihanna, have deep roots and love for this city, so the NY Liberty was a natural first WNBA partner for us.”
The partnership aligns with Fenty’s ongoing mission of "Beauty for All" — with inclusivity, individuality, and empowerment at its core. “The Liberty are reigning champs and a powerhouse team,” Fisher added. “Their incredible display of female beauty, power, and strength is a perfect match for us.”
As the official beauty partner, Fenty Beauty branding will appear on the team’s pre-game warm-up jackets and shooting shirts worn during both home and away games. The partnership also includes in-arena activations, product placements, and fan engagement through the team’s beloved mascot, Ellie the Elephant.
Beauty and the Game: A Growing Alliance
This marks New York Liberty’s second major beauty collaboration, following their 2023 deal with Nyx. But Fenty’s involvement signals a deeper cultural shift — the convergence of beauty, sport, and female empowerment in professional women’s basketball.
Fenty Beauty’s previous sports partnerships include the 2024 Paris Olympics and Paralympics, where volunteers presenting medals received Fenty makeup kits, and the WNBA All-Star Weekend, where Fenty Hair hosted an event with exclusive gift bags. Still, this partnership with the Liberty represents a milestone: it’s the first time the brand is supporting an entire professional team.
Keia Clarke, CEO of New York Liberty, celebrated the move: “We’re thrilled to team up with Fenty Beauty — a trailblazing brand that shares our values of championing women and celebrating individuality, authenticity, and confidence.”
WNBA: Where Beauty and Sport Collide
The WNBA is in the midst of a cultural explosion. In 2024, it averaged 1.19 million viewers on ESPN platforms — a 170% increase from the previous year — and ticket sales have hit record highs. This surge has caught the attention of the fashion and beauty industries alike.
Off-White entered into a multi-year deal with the Liberty in 2023. In the beauty space, Glossier was the WNBA’s first official partner in 2020, followed by Mielle, Urban Decay, and Sephora, which recently teamed up with the Golden State Valkyries.
Fenty’s alignment with the Liberty underscores a continued commitment to celebrating diversity, inclusivity, and female athletes. “This is our first full team moment,” says Fisher. “We’re excited to support them as individuals and as a collective — that’s what Fenty is about: community, self-expression, and making beauty accessible for everyone.”
As Rihanna continues to shape the future of beauty, her support for women in sports is also becoming part of her legacy.
