Rihanna’s Fenty Beauty and Fenty Skin have officially partnered with the WNBA’s New York Liberty, marking a historic first for the beauty brand and signaling a new era at the intersection of sports, beauty, and culture.
The deal makes Fenty the official beauty partner of the Liberty, one of the league’s most iconic and fastest-growing franchises.
A New Playbook for Beauty and Sports
While beauty brands have stepped into the sports world before, this partnership stands apart. Previous efforts—from Glossier’s WNBA league deal to E.l.f.’s Formula 1 sponsorship—have leaned into digital campaigns or athlete features. Fenty, however, is entering the arena both literally and figuratively.
This collaboration includes:
Branded Fenty warm-up jackets and shooting shirts for Liberty players
In-arena experiences at Barclays Center, featuring product sampling and branded activations
Fan engagement moments with team mascot Ellie the Elephant
A shared message of empowerment, beauty, and representation
Rihanna expressed her enthusiasm, noting that the Liberty represents the beauty, power, and strength of New York City—a natural fit for Fenty’s inclusive and bold identity.
Why This Partnership Matters
1. A First-of-Its-Kind Move
This is the first major team-level sports partnership by a Black woman–owned beauty brand. It’s more than marketing—it’s a cultural statement about visibility, representation, and influence.
2. Targeting a New Generation of Fans
The Liberty’s fanbase is diverse, progressive, and fashion-conscious—ideal for a beauty brand built on inclusion. Fenty isn’t chasing attention; it’s meeting its audience where they already are.
3. Full-Court Integration
From branded apparel to on-site activations, Fenty isn’t on the sidelines. It’s woven into the team experience, offering fans a direct connection to the brand during game day.
4. Riding the WNBA Wave
With skyrocketing viewership, rising franchise valuations, and cultural momentum, the WNBA is no longer a niche play—it’s a premium platform. The Liberty are leading that charge, and Fenty is now part of that ascent.
A Cultural Moment and a Smart Business Move
Fenty’s entry into sports isn’t a one-off sponsorship—it’s a strategic alignment that reflects the brand’s broader mission: to push boundaries, empower people, and lead with authenticity.
As more lifestyle brands explore ways to connect with sports audiences, Fenty is setting the tone for how it should be done—purposefully, powerfully, and unapologetically.
Fenty isn’t just showing up. It’s redefining how beauty shows up in the world of sports.
