The New York Liberty athletes will now wear Fenty Beauty
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Fresh off announcing her pregnancy on the steps of the Met Gala, Rihanna has some more news: her beauty brands Fenty Beauty and Fenty Skin are the latest partners of the Women’s NBA team New York Liberty.
“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,” said Rihanna, founder and CEO, in a statement. “We’re excited to partner with them to get their game faces on.” The announcement comes ahead of the team’s Friday return to Brooklyn’s Barclays Center for a pre-season match-up, ahead of the official 2025 season tip-off on 17 May.
“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 WBNA partner for us,” says Heather Fisher, CMO of Fenty Beauty. “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.”
It’s not Fenty Beauty’s first sports tie-up. Past partnerships and sponsorships include the 2024 Paris Olympics and Paralympics, as well as the WNBA All-Star Weekend. At the Olympics and Paralympics, volunteers awarding medals to athletes received Fenty makeup kits for their big moments. At the WNBA All-Star weekend, Fenty Hair threw a party with gift bags full of product. This does, however, mark the brand’s first team sponsorship. For New York Liberty’s part, this is the team’s second beauty partnership, after partnering with Nyx back in 2023. This latest alliance, however, proves that the industry’s investment in the WNBA shows no signs of slowing.
“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, authenticity and confidence,” Keia Clarke, CEO of New York Liberty, said in a statement.
