Sponsorship Power On Full Display As WNBA Celebrates All-Star Game In Las Vegas This Week
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By Cassandra Cousineau, LVSportsBiz.com Aces-WNBA Writer
The sponsorship power of Las Vegas Aces’ stars A’ja Wilson and Kelsey Plum — along with the WNBA — was on full display as the WNBA All-Star Game takes over Las Vegas this week, with the game set for Saturday at Mandalay Bay’s Michelob Ultra Arena.
Wilson, the two-time WNBA MVP, was featured in ads for AT&T and Starry drinks, while Plum — coming off a recent 40-point performance — has a deal with Under Armour.
Take a look at the displays this week:
The WNBA All-Star Game has long been a showcase for the league’s top talent, providing an opportunity for players to display their skills and engage with fans.
For the third time, the event will be held in Las Vegas, ground zero for summer hoops with previous WNBA All-Star engagements here in 2019 and 2021. The NBA Summer League — the Woodstock of Pro Roundball — has set up shop at UN:V’s Thomas & Mack Center and Cox Pavilion from July 7-17.
The two-day WNBA fan festival has taken over Mandalay Bay Friday and Saturday. The city rolled out the welcome carpet by turning the “Welcome to Fabulous Las Vegas” sign orange Monday night.
In recent years, the marketing efforts surrounding the event have taken a significant leap forward. With increased investment, the mid-season celebration has been transformed into a highly anticipated spectacle that celebrates women’s basketball and captivates a broader audience.
One of the most notable aspects of this year’s WNBA All-Star Game marketing revamp is the undeniable rise in popularity of marque players including Las Vegas Aces All-Stars Jackie Young, Chelsea Gray, Plum and Wilson, who was prominently featured throughout the pop-up WNBA Live inside Mandalay Bay where the Aces play.
The defending champs are hard to miss throughout multiple partner activations.
In 2022, the WNBA announced it had raised $75 million from more than two dozen investors in a bid to revamp its business model–including beefing up its marketing.
Companies have been eager to collaborate and invest including AT&T, American Express, Nike, Mielle Organics, the recently acquired Procter & Gamble hair care brand.
Mielle’s President, Omar Goff told LVSportsBiz, “The stories of the women of the WNBA drew me in. They’re authentic and fearless. Their excellence is a perfect fit for our brand.”
Even with the enormous missed opportunity to feature Wilson by whomever sits on group of decision makers over at WNBA2K cover art land, the All-Star team captain is clearly the face of the league. Center court was christened by the reigning league MVP, and twice Defensive Player of the Year who held a skill’s clinic with the Las Vegas Make A Wish. She’s also prominently featured throughout the fan festival.
The league has adopted a fan-centric approach, leveraging various platforms, including social media, to create buzz.
AT&T will offer an augmented reality experience that allows attendees to try on virtual apparel in AR. The Style Studio activation lets fans try on clothing inspired by Wilson and Arike Ogunbowale of the Dallas Wings in augmented reality using AR mirrors. It’s also a global experience available to fans around the world through filters in the Snapchat app.
According to ESPN, WNBA TV ratings have skyrocketed in the first half of this 2023 season. ESPN’s 13 games have seen a 46 percent viewership uptick from last year with 546,000 average viewers.
That steadily increased visibility has contributed to attracting major brands like Under Armour. The athletic brand announced a partnership with Plum. The inaugural Dawg Class camp took place in April. This week, a branded shoe was unveiled in the company’s activation experience inside the WNBA Live event.
The 2023 WNBA skills challenge and 3-point contest will be held at Michelob Ultra Arena on Friday (1 p.m. ET, ESPN/ESPN App). Viewers can catch the All-Star Game starting at 5:30 p.m. PT on Saturday on ABC. The game can also be streamed on the ESPN App.
