Rihanna’s Fenty Beauty Signs Historic Sponsorship Deal with WNBA Champions New York Liberty

Rihanna is bringing beauty courtside. On May 7, the global superstar’s Fenty Beauty and Fenty Skin brands announced a landmark sponsorship deal with the WNBA’s reigning champions, the New York Liberty, marking Fenty’s first official partnership with the league.

As part of the collaboration, Fenty will serve as the team’s official beauty sponsor, with branding to appear on the Liberty’s pregame warm-up jackets and shooting sleeves.

The partnership also includes immersive in-arena activations and fan engagement moments designed to introduce WNBA audiences to Fenty’s signature products.

“I’ve always said makeup is about fun and expression—it’s a vibe, a moment, a personality,” Rihanna told Allure in an exclusive interview. “I’m excited to see how the incredible women of the New York Liberty put their game faces on. I’m proud to have Fenty Beauty and Fenty Skin be part of their story this season.”

The partnership also leverages one of the Liberty’s most beloved assets: Ellie the Elephant, the team’s energetic and culturally resonant mascot. Known for embodying Brooklyn’s spirit with a unique blend of flair and authenticity, Ellie will play a key role in fan-facing events and promotional campaigns tied to the Fenty deal.

“Ellie represents Brooklyn’s vibe like no other,” said Shana Stephenson, the Liberty’s Chief Brand Officer, in a Fast Company interview. “When we saw Ellie at auditions, we knew instantly—that energy was raw, fresh, and so New York.”

Keia Clarke, CEO of the New York Liberty, echoed the enthusiasm, calling the partnership a natural fit. “We are thrilled to team up with Fenty Beauty—a brand that, like us, champions women and celebrates individuality and authenticity,” Clarke said in a statement. “Together, we aim to deliver meaningful experiences that connect with our fans and empower women both on and off the court.”

The collaboration comes on the heels of the 2024 Met Gala, which saw Liberty stars Jonquel Jones, Breanna Stewart, and Sabrina Ionescu make appearances alongside Rihanna. The timing underscored the cultural synergy between New York’s style icons and its premier basketball team.

“There’s no energy like New York City,” Rihanna added in a press release. “The women of the Liberty reflect strength, beauty, and power—and we’re honored to support them this season.”