Photo: Freepik, Kohl’s, Wilson
In May 2025, a deal was officially struck between the WNBA, Fenty Beauty and Fenty Skin, blending the world of sports and high-end cosmetics in historic fashion. That announcement, of course, was the news of Rihanna’s beauty brands becoming partners with the New York Liberty, making it the brand’s first-ever official partnership with a professional sports team. Per Vogue Business, the deal includes the Fenty Beauty logo being displayed on the team’s official pre-game warm-up jackets and shooting shirts, while also incorporating in-arena activations paired with exclusive products. “There is no energy and spirit like New York City’s. And 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,” Rihanna said at the time of the announcement, adding, “We’re excited to partner with them to get their game faces on.”
The partnership isn’t just a logo on a wall; it’s a fully integrated experience designed to engage both the players and the “Sea of Liberty” fans at Barclays Center. That leads us to the key elements.
The Details
On-Court Branding: As I just mentioned, the Fenty Beauty and Fenty Skin logos are now primarily featured on the Liberty’s official pre-game warmup jackets and shooting shirts.
The “Gloss Bomb Cam”: There’s also the gloss bomb cam, which has quickly become a fan-favorite in-arena activation where the jumbotron highlights fans’ beauty looks and “glow-ups” during breaks in the action.
Exclusive Products: Fenty also released a Liberty-branded Gloss bomb, which was available exclusively at the team store in Barclays Center.
Mascot Moments: And, of course, Ellie the Elephant, who rocked the season with social content that showcased her “game day essentials” from the Fenty Skin and Hair lines.
Why This Partnership Matters
Marketing and core values of this partnership, something that is important to both brands. “New York is where we launched Fenty Beauty. We, and Rihanna, have deep roots and love for this city, so the NY Liberty was a natural first WNBA partner for us,” Heather Fisher, CMO of Fenty Beauty, told Vogue Business at the time of the announcement. “Everything we do with Fenty Beauty and Fenty Skin not only upholds Rihanna’s mission of ‘Beauty for All,’ but reflects her personal connections and inspirations. They’re reigning champs and a powerhouse team and the NY Liberty’s incredible display of female beauty, power and strength is a perfect match for us.”
The Economic Impact
There’s also the economic impact, where the timing of the deal capitalizes on a massive surge in WNBA popularity. In 2025, the WNBA saw groundbreaking viewership, making it the most-watched WNBA Regular Season and Postseason (Playoffs and Finals) ever across ABC, ESPN and ESPN2, based on Nielsen Big Data + Panel, as per ESPN Press Room. The 2025 WNBA Finals, which was presented across YouTube TV on ABC and ESPN, averaged 1.5 million viewers across four games, according to ESPN, which makes it the second most-watched WNBA Finals ever on ESPN networks, behind only 2024. That provides great opportunities for brands like Fenty to get a high return on their investments.
Shopping Suggestions
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Fenty Beauty Gloss Bomb Universal Lip Luminizer
The universal Gloss Bomb is always a *major* go-to, and a must for any beauty lover.
Changing the Narrative
As the WNBA continues to grow, Fenty joins other major players like Sephora and Glossier in proving that the beauty and sports go hand-in-hand. Or as Liberty forward Isabelle Harrison said in a statement, this deal is “personal,” noting that it allows her to to represent “all of who I am,” bridging the gap between being a high-performance athlete and a beauty enthusiast.
Author Bio
Jael Rucker is the founder of Decked Out Magazine. She has previously worked as the Associate Commerce Editor at PureWow, focusing on analytics and trends to pitch stories and optimize articles that build and engage their audience. Her work has also been seen in Footwear News and WWD. Prior to 2024, she was the style and pop culture editor at ONE37pm for over three years, contributing numerous product reviews, brand profiles and fashion trend reports, which included interviewing Steph Curry, Snoop Dogg and more.
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