Global beauty mogul Rihanna is officially entering the WNBA arena with a bold and unprecedented move: her brands, Fenty Beauty and Fenty Skin, are now the official makeup and skincare sponsors of the New York Liberty — the reigning WNBA champions.
Announced on May 7, the partnership is Fenty’s first direct collaboration with a WNBA franchise and marks a new frontier in merging sports, beauty, and culture.
The deal includes Fenty logos on the Liberty’s pregame warm-up jackets and shooting sleeves, as well as in-arena activations and product discovery opportunities throughout the season.
“I’ve always said that makeup is there to have fun with, to express yourself with… I’m excited to see how these incredible women of the New York Liberty put their game faces on,” Rihanna told Allure in an exclusive interview following the announcement.
The partnership isn’t just about branding — it’s about representation. The Liberty’s dynamic mascot, Ellie the Elephant, a fan-favorite with Black-woman-coded swagger, will play a key role in the team’s Fenty-powered promotional efforts. Ellie, who debuted after an open audition and captured hearts with their unmistakable Brooklyn energy, is emblematic of the team’s unique personality.
“It felt very New York, very Brooklyn in a way that we hadn’t seen before,” said Liberty Chief Brand Officer Shana Stephenson, praising Ellie’s fresh and authentic vibe.
Fenty Meets Liberty: Shared Values, Big Vision
For New York Liberty CEO Keia Clarke, the partnership is about more than just makeup — it’s about mutual purpose.
“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… Together, we will embrace empowerment, boldness, and a commitment to creativity,” Clarke stated.
The announcement follows a star-studded Met Gala, which saw Liberty stars like Breanna Stewart, Sabrina Ionescu, and Jonquel Jones walk the carpet alongside Rihanna herself. The moment further cemented the cultural overlap between the Liberty’s on-court excellence and New York’s high-fashion dominance.
“There is no energy and spirit like New York City’s,” Rihanna said in a press release. “The women of the New York Liberty exemplify such beauty, power, and strength… We’re excited to partner with them to get their game faces on.”
With this boundary-breaking partnership, Fenty and the Liberty are proving that athleticism and artistry, sports and self-expression, and confidence and community all belong in the same arena.
