Fenty Beauty and Fenty Skin, the global beauty brands founded by Rihanna, have announced an exciting new partnership with the WNBA team New York Liberty. This move marks the brands’ first official team sponsorship, and it signals a strong alignment with their long-standing commitments to diversity, inclusion, and empowerment.
The collaboration represents more than just a beauty brand sponsoring a sports team—it’s a powerful message about representation, confidence, and breaking boundaries in both beauty and sports industries.
Learn more about Fenty Beauty’s inclusive mission
This partnership is a historic first for Fenty Beauty and Fenty Skin, and it comes at a time when both the WNBA and beauty industry are seeing shifts in visibility, diversity, and influence. The New York Liberty, one of the founding franchises of the Women’s National Basketball Association, have a strong and growing fan base, especially in New York City, a cultural hub for fashion, beauty, and activism.
Rihanna’s brands are known for their inclusive campaigns, innovative products, and for redefining beauty standards across the world. Since its launch in 2017, Fenty Beauty has been credited for setting a new standard in the cosmetics industry with its wide range of foundation shades and campaigns that reflect real, diverse beauty.
Explore Fenty Skin’s clean, cruelty-free skincare
Both Fenty and the New York Liberty have emphasized that this partnership is more than marketing—it’s a shared mission. The brands aim to create campaigns and initiatives that celebrate athleticism, diversity, and individuality, especially among young women and fans of color.
According to a joint press release, the collaboration will include:
This initiative fits within Fenty’s broader push to connect with bold, fearless women, especially in spaces like sports where beauty and performance intersect.
Discover Fenty’s best-selling Pro Filt’r foundation
This partnership is also a signal of the growing cultural influence of the WNBA and its athletes. For years, female athletes have been left out of major brand endorsements in beauty and lifestyle sectors. But things are changing. The WNBA has seen a surge in viewership, sponsorships, and social media engagement, especially among Gen Z audiences.
The New York Liberty, currently one of the most-watched teams in the league, feature star athletes like Breanna Stewart and Sabrina Ionescu, who have become fashion icons in their own right. Their bold style and unapologetic personalities make them ideal representatives for the Fenty brand.
Check out the WNBA schedule and upcoming Liberty games
Fenty Beauty has always been about changing the rules, and this move breaks the mold of beauty brand partnerships. Traditionally, makeup and skincare companies align with celebrities, influencers, or fashion houses—not sports teams. But by teaming up with the New York Liberty, Fenty is sending a message that beauty belongs everywhere—even on the basketball court.
It also reflects a deeper trend in the industry: the crossover of beauty and sports culture. As women’s sports gain recognition, brands are seeing new ways to engage audiences who care about authenticity, strength, and empowerment.
This partnership could set the stage for more non-traditional collaborations across industries.
Fans of both Fenty and the New York Liberty can look forward to interactive events and unique experiences at Liberty home games, including:
Social media platforms will also be a major focus, with player takeovers, Fenty giveaways, and fan challenges expected to roll out throughout the season.
Follow New York Liberty on Instagram for updates
This partnership isn’t just about selling makeup or filling seats in the stadium—it’s a reflection of where culture is heading. With more conversations happening around gender equity in sports and representation in media, the Fenty–Liberty alliance shows that brands and teams can work together to create inclusive, impactful storytelling.
In a quote shared by Liberty COO Keia Clarke, she said:
“This partnership reflects a shared commitment to celebrating individuality and lifting up those who are often left out of the spotlight. Fenty is more than beauty—it’s empowerment, and we’re proud to bring that energy to our fans.”
Rihanna’s Fenty Beauty mission statement
Fenty Beauty partnering with the New York Liberty is a game-changing move in the intersection of beauty, sports, and culture. As both brands continue to challenge traditional norms and champion inclusivity, this collaboration is likely to inspire similar efforts across the industry.
Whether you’re a basketball fan, a makeup lover, or someone who supports authentic representation, this partnership is a slam dunk for empowerment and progress.
Keep an eye out for upcoming events, product launches, and exclusive Liberty-Fenty campaigns. This is just the beginning of something much bigger.
Shop Fenty Beauty’s latest drops online
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