Rihanna’s Fenty Beauty is making its debut in the world of professional sports through a landmark partnership with the WNBA’s New York Liberty. The beauty brand has been named the official beauty partner of the team for the 2025 season, marking its first sponsorship deal with a sports franchise.

The collaboration comes shortly after Fenty’s recent involvement in major sports events, including the WNBA All-Star Weekend and upcoming tie-ins with athletes at the Paris Olympic and Paralympic Games. Now, with this latest agreement, Fenty is establishing a deeper presence within team sports.

The deal covers a wide range of activities, both on and off the court. Fans attending Liberty games will be able to engage with in-arena experiences designed around Fenty products. Branding from Fenty Beauty and Fenty Skin will appear on the team’s warm-up apparel, including pre-game jackets and shooting shirts.

Rihanna, who founded the brand, expressed her enthusiasm for the partnership, by stating “There is no energy and spirit like New York City’s. 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.”

The announcement also brings a boost to the Liberty’s branding efforts, especially around their team mascot, Ellie. The elephant mascot has become a symbol of the team’s identity and connection to Brooklyn’s diverse culture. Promotional tie-ins between Ellie and Fenty will play a role in the team’s outreach throughout the season.

Keia Clarke, the Liberty’s CEO, said the alignment between Fenty and the team goes beyond cosmetics, citing a mutual commitment to authenticity and confidence. Clarke said  “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. Aligning with like-minded brands allows us to deliver meaningful connections and experiences that truly resonate with our fan base.”

The Liberty have been steadily building their brand through creative marketing and community connection, and this latest partnership reflects their continued push to collaborate with companies that reflect their ethos.

Fenty’s expansion into sports sponsorship marks a new chapter for the brand, with a focus on celebrating individuality through beauty and performance. As the 2025 WNBA season approaches, fans can expect to see the Liberty and Fenty team up in ways that merge style with sport, right at the heart of New York.