News Summary
Fenty Beauty and Fenty Skin have partnered with the New York Liberty, marking a significant advancement in women’s sports sponsorship. This collaboration will debut during the Liberty’s pre-season at the Barclays Center and aims to promote female empowerment through beauty and athleticism. With Heather Fisher, CMO of Fenty Beauty, highlighting New York’s connection, the partnership will feature branding on the team’s warm-up gear and exclusive product activations during games. This aligns with Fenty’s commitment to diversity and inclusivity, enhancing fan engagement while highlighting the growth of the WNBA.
New York City has become the focal point for the latest development in women’s sports sponsorship as Rihanna’s Fenty Beauty and Fenty Skin have officially partnered with the New York Liberty, a prominent team in the Women’s National Basketball Association (WNBA). This partnership represents Fenty’s first official team sponsorship within the league and coincides with the Liberty’s pre-season match-up set to take place at the Barclays Center.
The collaboration comes on the heels of the Liberty’s season opener, which is scheduled for May 17, 2025. Rihanna, a global icon and founder of Fenty Beauty, cited New York City’s vibrant energy, alongside the Liberty’s embodiment of beauty, power, and strength, as key factors leading to this partnership. This partnership is designed not just to promote products but also to foster empowerment among female athletes through beauty.
Heather Fisher, the Chief Marketing Officer of Fenty Beauty, emphasized that the brand’s deep roots in New York make this collaboration a natural fit. Fenty’s branding will feature prominently on the Liberty’s official pre-game warm-up jackets and shooting shirts across both home and away games. This promotional strategy reflects the commitment of both parties to elevate the visibility of women’s sports while also showcasing beauty as a part of athletic performance.
As part of this partnership, various in-arena activations will occur, introducing exclusive products available during games. Notably, the Liberty’s mascot, Ellie the Elephant, will also take part in promoting Fenty products, bringing a fun and engaging element to the experience for fans attending games.
Fenty Beauty has a history of involvement in high-profile events, having sponsored platforms like the 2024 Paris Olympics and the WNBA All-Star Weekend. This current sponsorship underscores the burgeoning popularity of the WNBA, which enjoyed an average viewership of 1.19 million on ESPN platforms in 2024, reflecting a substantial increase of 170% compared to 2023.
The partnership aligns closely with Fenty Beauty’s mission of promoting diversity and inclusivity through its extensive range of products, which includes a wide variety of shades designed to cater to a diverse audience. Fenty aims to champion individuality and confidence, especially among women athletes, thus forging meaningful connections and experiences for fans and consumers alike.
Earlier in 2023, the New York Liberty formed a partnership with Nyx, making the collaboration with Fenty their second beauty sponsorship. The continuing trend of beauty brands aligning with sports teams is indicative of a growing market that values the intersection of athleticism and beauty.
Keia Clarke, the CEO of the New York Liberty, mentioned that the partnership allows for building authentic connections with the fans and enhancing their game-day experience. Fenty Beauty’s involvement is expected to galvanize the team’s branding efforts while empowering female athletes and promoting a strong community focused on beauty and athleticism.
This strategic partnership not only enhances the visibility of the Liberty but also affirms Fenty Beauty’s commitment to supporting women’s empowerment in sports. As the WNBA continues to grow, collaborations like this are becoming increasingly prevalent, with innovative beauty brands like Glossier and Mielle already establishing themselves as notable sponsors within the league in previous years.
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