LVMH-owned brand, Fenty Beauty by Rihanna, signs a sponsorship deal with the 2024 WNBA (Women’s National Basketball Association) champions, the New York Liberty. Fenty Beauty has a history of supporting women athletes but this is its first WNBA partnership.
Fenty Beauty Inks Sponsorship Deal With The New York Liberty
The agreement includes product-led activations in-arena, branding across the team’s warm-up apparel and collaborative marketing initiatives and follows recent Fenty sponsorships at the WNBA All-Star Weekend in Phoenix, Arizona, US, and with athletes during the Paris Olympic and Paralympic Games.
“There is no energy and spirit like New York City’s,” said Fenty founder and CEO Rihanna in a statement. “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.”
Fenty’s branding will feature on the Liberty’s pre-game warm-up jackets and shooting shirts. The partnership will include promotional integration with the team mascot, Ellie. What’s more, in-arena activations will offer product discovery opportunities to fans. The announcement comes ahead of a Liberty pre-season match with Connecticut in Brooklyn on May 9; a trip to Eugene, Oregon for a matchup against Japan’s Toyota Antelopes on May 12; and their WNBA season opener against A’ja Wilson and the Las Vegas Aces on May 17.
“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,” said Keia Clarke, CEO of the New York Liberty. “Aligning with like-minded brands allows us to deliver meaningful connections and experiences that truly resonate with our fan base.”
It’s not Fenty Beauty’s first sports collaboration. Past partnerships include the 2024 Paris Olympics and Paralympics and the WNBA All-Star Weekend. At the Olympics and Paralympics, volunteers awarding medals to athletes received Fenty makeup kits. 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, this is the team’s second beauty collaboration, after partnering with Nyx in 2023.
About Fenty Beauty
Fenty Beauty, founded by global icon Rihanna, was created with a vision to redefine the beauty industry by championing inclusivity and diversity. At the heart of the beauty brand’s vision is the belief that beauty should be accessible to everyone, regardless of skin tone or type. From the beginning, Fenty Beauty revolutionised the makeup world by offering a 40-shade foundation range, ensuring that people of all skin colours could find their perfect match. This approach filled a long-standing gap in the beauty industry and sent a powerful message that everyone deserves to feel represented and celebrated. Undoubtedly the massive success can be attributed to the pillars of inclusive beauty, to founder Rihanna who has a significant fan base, and to parent company LVMH.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
