Rihanna is foraying into a new path with her growing Fenty business empire. Fresh off announcing her third pregnancy at the 2025 Met Gala on Monday, Fenty Beauty and Fenty Skin are partnering with Women’s NBA team New York Liberty. The news comes just in time for the upcoming start of the WNBA season, which kicks off on May 16.
“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,” Rihanna said in a statement.
The collaboration also includes the Fenty Beauty and Fenty Skin logo showcased on the team’s pre-game jackets. Additionally, the brands’ logos will be featured on the team’s shooting shirts for both their home and away games. Plus, the ever-popular mascot Ellie won’t be left out of the new deal. According to Adweek, the social media savvy elephant who represents the team will be involved with the promotion and products as part of the sponsorship.
With this collaboration, Fenty joins a growing list of brands recognizing the unique platform and influence that WNBA players hold.
Where Women’s Basketball and Brands Meet
Along with Fenty Beauty and Fenty Skin, the WNBA has teamed up with a slew of other brands. The list includes Glossier, Nyx Cosmetics, and Mielle Organics.
Mielle and HBCU Opportunities
The WNBA partnered with the latter in 2023. This year, the WNBA and Mielle Organics announced the upcoming launch of their HBCU Event Intern Program, an initiative to give young Black students career development opportunities.
“This year, we are even more excited to introduce the HBCU Event Intern Program to continue helping students achieve their career dreams in the sports business,” Monique Rodriguez, the founder and CEO of Mielle Organics said in a statement.
The program will officially start at the 2025 AT&T WNBA All-Star game in July.
Opill Partnership
Also in 2025, the WNBA expanded on its partnership with Opill. Opill is the first and only daily birth control pill available without a prescription in the U.S. Announced in February, the partnership went a step further by joining forces with the Black Women’s Health Imperative. Together, they created Level The Court, an initiative that involves touring college campuses, educating Black women about reproductive health options.
“For decades, Black women have disproportionately faced barriers to accessing safe and effective reproductive health services,” Zsanai Epps the Senior Director of Reproductive Health Initiatives at BWHI said in a statement.
Bumble and the WNBA
Back in 2024, the WNBA and Bumble announced a multi-year partnership. Details of the collaboration with the dating app include Bumble in-app content from WNBA athletes, WNBA-themed Bumble meetups and more.
“Partnering with one of the most renowned organizations in women’s sports, the WNBA, is extremely exciting for us and it exemplifies everything Bumble stands for: empowering and spotlighting women’s stories, helping people make connections over shared values and interests, and creating fun and safe experiences to bring our community together offline,” Lidiane Jones, the CEO of Bumble said in a statement.
The WNBA is finally getting the attention, support, and high-profile collaborations that it deserves. Beauty and basketball are coming together in a broader cultural moment that celebrates women athletes as more than just competitors. Instead, they’re also style icons, entrepreneurs, and cultural leaders.