The reigning 2024 WNBA champions, the New York Liberty, have kicked off their 2025 preseason with calculated precision, using every extra practice rep as a springboard into another title defense.
Amidst the buzz of their late-opening exhibition games and a star-studded roster led by Jonquel Jones and Natasha Cloud, the Liberty have announced a landmark sponsorship with Rihanna’s Fenty Beauty and Fenty Skin. Valued at an estimated $2.8 billion by Forbes, this partnership marks Rihanna’s first professional sports team sponsorship.
Both the Liberty, fresh off a WNBA Finals triumph, and Rihanna, one of the few self-made female billionaires, embody resilience and leadership. Their collaboration underscores a mutual commitment to lifting women to the forefront, whether through championship basketball or inclusive beauty.
Rihanna’s Fenty Beauty Joins Forces With the New York Liberty
On May 7, 2025, the New York Liberty and Rihanna’s Fenty Beauty and Fenty Skin announced a partnership that transcends traditional sponsorships. This collaboration will brand the Liberty’s pre-game warm-up jackets and shooting shirts—both home and away—with Fenty’s logos, melding the court’s teal and orange with the sleek minimalism of Fenty’s design ethos.
Within Barclays Center, fans can explore Fenty pop-up stations offering mini makeovers, skincare consultations, and exclusive product sampling. Video boards will spotlight players’ game-day beauty routines, offering behind-the-scenes glimpses of how stars like Jones and Cloud prepare tip-off looks.
To extend the magic beyond game night, co-branded merchandise, which includes limited-edition beauty kits and season-themed packaging, will be available through the Liberty online store and Sephora’s retail network nationwide
As the announcement was made, Rihanna stated, “I’ve always said that makeup is there to have fun with, to express yourself with. It should be reflective of a vibe, of a moment, of a personality—whatever you want it to be.”
Rihanna shed light on Liberty’s “game faces” and boasted of her pride in being a “part of their story.” The ‘Diamonds’ singer told Allure, “I’m excited to see how these incredible women of the New York Liberty put their game faces on and am proud to have Fenty Beauty and Fenty Skin be a part of their story this season.”
The Liberty and Rihanna share a core ethos: uplift women by celebrating their unique strengths. As champions on the court, the Liberty have leveraged community programs and roster diversity to inspire fans.
Liberty CEO Keia Clarke emphasized that “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.”
In 2017, Fenty Beauty disrupted the cosmetics industry by launching with an unprecedented 40 foundation shades—a move that reshaped market expectations and drove competitors to broaden their own offerings.
Meanwhile, the Liberty’s roster, featuring athletes from diverse backgrounds, mirrors Fenty’s ethos, reflecting the WNBA’s broader push to celebrate every voice in its growing fan community.
Liberty’s Championship Aspirations Merged With Fenty’s Hues
As the Liberty defend their 2024 championship, the Fenty partnership adds fresh momentum to a squad already lauded for strategic depth and resilience. By weaving high-performance beauty into their brand fabric, the Liberty set a precedent for women’s sports teams seeking meaningful, culturally resonant collaborations.
When the Liberty take the court this season, they’ll wield more than basketball—a fusion of sport and style that reflects the bold vision of Rihanna’s Fenty brands.
Together, they prove that championship-caliber teamwork and boundary-breaking beauty can unite to redefine possibility, both on the hardwood and in every shade of life.