Fenty Beauty and Fenty Skin have joined forces with the New York Liberty, reigning champions of the WNBA, marking Fenty’s first-ever official sports sponsorship with a team and signaling a bold new era for the beauty and basketball industries.
The partnership sees Fenty Beauty and Fenty Skin become the official beauty partners of the New York Liberty for the 2025 WNBA season. Under the agreement, Fenty’s iconic branding features prominently on the Liberty’s pregame warm-up jackets, shooting shirts, and even mascot Ellie the Elephant’s uniform. Fans will also experience exclusive Fenty product discovery in-arena throughout the season.
Rihanna, founder and CEO of Fenty, stated:
“There is no energy and spirit like New York City’s,” said Fenty founder and CEO Rihanna in a statement.
“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.” In her interview with Allure, she reiterated,
“I’ve always said that makeup is there to have fun with, to express yourself with. It should be reflective of a vibe, of a moment, of a personality—whatever you want it to be. I’m excited to see how these incredible women of the New York Liberty put their game faces on and am proud to have Fenty Beauty and Fenty Skin be a part of their story this season.”
Inclusive, Empowering, and Bold—On and Off the Court
The Liberty’s CEO, Keia Clarke, shares the excitement:
“The New York Liberty is thrilled to team up with Fenty Beauty — a trailblazing brand that shares our values of championing women and celebrating individuality, authenticity and confidence,” said Keia Clarke, CEO of The New York Liberty. “Aligning with like-minded brands allows us to deliver meaningful connections and experiences that truly resonate with our fan base. Together, we will embrace empowerment, boldness and a commitment to creativity.”
Ellie the Elephant, the Liberty’s beloved Black-woman-coded mascot introduced in 2023, will play a starring role in game day activations—enhancing Fenty’s connection to fans and signaling deeper commitment to inclusivity, Brooklyn roots, and culture.
League-Leading Trend: Beauty and Sport as Cultural Forces
Fenty’s move is the latest—and splashiest—beauty partnership in a WNBA season replete with record viewership, social relevance, and powerful female voices. Fenty’s deal is another indication that women’s sports are now driving the trends in brand partnerships, with Glossier, CoverGirl, Urban Decay, SKIMS, and Sephora all investing in the league and its stars.
Inspiring the Next Generation
Fan and industry commentary since the announcement has been overwhelmingly positive. Many cite Fenty’s investment as a powerful signal to young girls and women—demonstrating both representation and the power of investing in women’s sports as engines for cultural impact.
What’s Next?
The New York Liberty preseason kicked off on May 9, with the official WNBA season opener set for May 17. As the partnership unfolds, fans can expect evolving in-arena Fenty experiences, creative campaigns with Liberty stars, and further integration of beauty, culture, and sport, championed by the force of Rihanna’s global brand vision.
