Rihanna’s Fenty Beauty and Fenty Skin have signed a new deal with the reigning WNBA champions, the New York Liberty, becoming the team’s official makeup and beauty sponsor. The partnership, announced May 7, is Fenty’s first with the WNBA.
Fenty logos will appear on the Liberty’s pregame warm-up jackets and shooting sleeves. The deal also includes in-arena activations and product discovery moments. Rihanna told Allure, “Makeup is there to have fun with, to express yourself with… I’m excited to see how these incredible women put their game faces on.”
The Liberty’s popular mascot, Ellie the Elephant—described as Black-woman coded and Brooklyn-inspired—will feature prominently in promotional efforts. “It felt very New York, very Brooklyn in a way we hadn’t seen before,” said Shana Stephenson, the team’s chief brand officer.
Liberty CEO Keia Clarke praised the partnership for its alignment in values. “Fenty shares our values of championing women and celebrating individuality,” Clarke said. Rihanna added in a statement, “The women of the New York Liberty exemplify beauty, power, and strength… we’re excited to partner with them this season.”
