Rihanna’s brand becomes the WNBA team’s official beauty partner, with pre-game looks and in-arena activations set to debut this season.


Rihanna’s Fenty Beauty and Fenty Skin have inked their first official WNBA team partnership with the reigning champions, the New York Liberty. This collaboration places Fenty’s branding on the Liberty’s pre-game warm-up jackets and shooting shirts, and introduces in-arena activations at Brooklyn’s Barclays Center, including product giveaways and fan engagement opportunities. The partnership underscores a shared commitment to empowerment, individuality, and authenticity.
Rihanna expressed enthusiasm about the alliance, highlighting the Liberty’s embodiment of beauty, power, and strength. Keia Clarke, CEO of the New York Liberty, echoed this sentiment, noting that aligning with like-minded brands like Fenty allows for meaningful connections with their fan base.
This partnership is part of a broader trend where beauty brands are increasingly collaborating with women’s sports teams. Previous alliances include Glossier with the WNBA, Urban Decay with the Los Angeles Sparks, and Sephora with the Golden State Valkyries. These collaborations reflect the growing visibility and marketability of women athletes, as well as the intersection of sports and beauty industries.
As the Liberty prepare for their 2025 season opener on May 17, this partnership with Fenty not only enhances the team’s brand but also signifies a cultural shift in how women’s sports are perceived and marketed.