Fenty Beauty Teams Up with the New York Liberty—Here’s Why It’s Bigger Than Makeup
When Rihanna launched Fenty Beauty in 2017, she wasn’t just selling makeup—she was setting new standards for what inclusivity could look like in the beauty industry. Now, in 2025, she’s making history again. Fenty Beauty has become the first-ever beauty brand to sponsor a WNBA team, aligning with the New York Liberty in a partnership that’s redefining how we talk about sports, beauty, and Black womanhood in one bold move.
This isn’t your typical branding deal. Fenty’s partnership with the Liberty includes courtside visibility, custom makeup for athletes, and on-site fan experiences that bring the brand directly into the arena. But beyond the glitz, this moment is about representation—showing that athletes can be powerful and polished, competitive and creative, fierce and feminine.
What makes this deal so groundbreaking is that it brings a Black woman-owned global brand into the center of a professional sports league that has long been powered by the brilliance of Black women athletes. From Breanna Stewart to Sabrina Ionescu, the Liberty’s roster is stacked with talent, and now they’ll be stepping onto the court in Fenty—literally glowing with confidence and coverage.
The WNBA has been at the forefront of cultural shifts for years, pushing conversations on race, gender, pay equity, and visibility. With this partnership, Rihanna is placing her brand right in the center of that momentum, amplifying women who’ve often been sidelined in both the sports and beauty spaces.
It also signals a new era for sports marketing. No longer are sponsorships reserved for banks and beverage companies. Beauty is big business—and it’s intersectional now. As women athletes gain more attention, endorsement power, and fan investment, brands like Fenty are seeing them not just as mascots, but as muses.
This collaboration isn’t just business—it’s a cultural reset.
For WNBA fans, beauty lovers, and entrepreneurs alike, this is a powerful reminder: the future is female, and she wears foundation.
Watch the official announcement video here.
