Rihanna’s Fenty Beauty has announced its first official sports marketing partnership with a professional team.
The LVMH-owned brand has signed a sponsorship deal with the 2024 WNBA ( Women's National Basketball Association) champions, the New York Liberty.
The partnership has named Fenty Beauty and Fenty Skin as the official beauty partners of the Liberty for the 2025 season.
The agreement includes product-led activations in-arena, branding across the team’s warm-up apparel and collaborative marketing initiatives.
It follows recent Fenty sponsorships at the WNBA All-Star Weekend in Phoenix, Arizona, US, and with individual athletes during the Paris Olympic and Paralympic Games.
“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.”
Fenty’s branding will feature prominently on the Liberty’s pre-game warm-up jackets and shooting shirts.
The partnership will also include promotional integration with the team’s mascot, Ellie.
In-arena activations will offer product discovery opportunities to fans throughout the season.
Keia Clarke, CEO of the New York Liberty, said the partnership reflects a shared set of values between the team and Fenty Beauty.
“The New York Liberty are thrilled to team up with Fenty Beauty – a trailblazing brand that shares our values of championing women and celebrating individuality, authenticity and confidence,” Clarke said.
“Aligning with like-minded brands allows us to deliver meaningful connections and experiences that truly resonate with our fan base.”
The partnership also builds on Liberty's emphasis on brand identity, particularly through mascot marketing.
Ellie the Elephant, a Black-woman-coded character introduced in 2023, has become a standout symbol of the team’s Brooklyn roots and a broader push toward inclusivity in sports branding.
Liberty Chief Brand Officer Shana Stephenson told Fast Company the mascot’s selection was rooted in capturing “a very New York, very Brooklyn” energy.
In an interview with publication Allure, Rihanna framed the collaboration as a celebration of identity and empowerment.
“Make-up is there to have fun with, to express yourself,” she said.
“It should be reflective of a vibe, a moment, a personality – whatever you want it to be.
“I am excited to see how these incredible women of the New York Liberty put their game faces on.”
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