Beauty brand backs Aces
Ipsy signed a three‑season deal to become the official beauty partner of the WNBA’s Las Vegas Aces, marking the brand’s first move into sports sponsorship and adding a new consumer‑brand category to the team’s commercial roster. (carolineprogress.com)
Ipsy has signed a three-year deal with the Las Vegas Aces, putting a beauty brand on one of the Women’s National Basketball Association’s marquee teams for the first time. (aces.wnba.com) The partnership was announced April 8 and makes Ipsy the Aces’ official beauty partner and jersey abdomen sponsor through 2028. Its logo will appear on all Aces jerseys, including the team’s BUCKET$ uniform. (aces.wnba.com) Ipsy’s branding will also show up on the free-throw line and backboard at Michelob Ultra Arena, and the company plans activations at four home games plus sponsorship of the team’s media day. Ipsy chief marketing officer Stacey Politi said the company worked with Klutch Sports to find a Women’s National Basketball Association team. (modernretail.co) The Aces are selling a winner as well as inventory. The franchise has won titles in 2022, 2023 and 2025, and team president Nikki Fargas said the deal expands the club’s presence in the beauty category. (aces.wnba.com) The timing lines up with a bigger commercial surge around the league. The Women’s National Basketball Association said its 2024 season delivered the league’s highest attendance in 22 years, 154 sellouts and its most-watched regular season on ESPN platforms ever. (wnba.com) SponsorUnited said team sponsorship revenue across the league reached $76 million in 2024, up 52% from 2022, with teams averaging 44 deals. Its 2024 and 2025 report described the league as being in a period of rising visibility, investment and brand activity. (static.poder360.com.br) Other consumer brands are moving in too. Marketing Dive reported this week that Procter & Gamble signed a multiyear Women’s National Basketball Association sponsorship covering brands including Olay, Secret and Downy. (marketingdive.com) For Ipsy, the bet is less about direct-response clicks and more about reach. Politi told Modern Retail the company has leaned heavily on paid ads, but this deal is aimed at broader brand awareness as women’s sports draw bigger audiences and more advertisers. (modernretail.co) Fans will see the first results when the 2026 season opens May 8, with Ipsy appearing on jerseys, in the arena and at team events as the Aces try to turn another title run into a bigger business. (modernretail.co)
