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By Cassandra Cousineau, LVSportsBiz.com Aces Writer
LAS VEGAS, Nevada — The Las Vegas Aces may have stumbled in New York in their 2025 season-opener Saturday, but the Mark Davis-owned WNBA franchise is experiencing an increase in team value.
The Aces and their nemesis, the defending W champion New York Liberty, opened their high-profile seasons at Barclays Center in Brooklyn on ABC network TV, with the Liberty using a dominant second quarter to defeat the Aces, 92-78. Aces superstar three-time MVP A’ja Wilson led the way for Las Vegas with 31 points and 16 rebounds.
It was a match-up of teams valued at a combined quarter-billion dollars. The Aces are,the WNBA’s most valuable franchise at a reported $140 million according to Sportico, while close behind are the New York Liberty at $130 million.
Las Vegas is leveraging the momentum of increased WNBA team values with an aggressive commercial strategy.
In September, the Aces became the first in league history to sell out of season tickets before the previous regular season had even concluded. They retained 92 percent of their 2024 ticket holders and filled the remaining 8 percent from an existing waitlist. A separate waitlist for 2026 is already active.
That surge in demand coincided with the team’s first price hike since Davis bought the franchise in 2021. The average ticket for 2025 is now $43.95, up from $30.78 the year before.
Entry-level seats remain accessible, with some games still listing tickets at $10 on platforms like Gametime and SeatGeek, though many of those prices have crept up to $15 or $20. Courtside seats, however, are commanding premium pricing—some surpassing $9,300 per game. Despite the increases, the Aces still offer one of the most affordable experiences in Las Vegas professional sports.
At the same time, Las Vegas continues to attract sponsorships from national and local brands, expanding its portfolio in ways that reflect a more holistic approach to revenue generation.
Corporate Partners Adding Value
Ring is now the official jersey sponsor, with its logo featured prominently on team uniforms.
Scripps Sports maintains local broadcast rights through Vegas 34, supporting the team with additional content programming like “In the Paint.”
Salient Operations Group oversees security operations. Ally Financial is the Aces’ official banking partner.
Westgate Las Vegas Resort & Casino signed on in early 2025 with promotional integrations tied to broadcasts and in-arena events.
Las Vegas Convention and Visitors Authority (LVCVA) contributed a player-focused NIL-style deal last season—$100,000 annually to Aces players for promotional appearances and marketing content.
True Vet Solutions, which supports U.S. veterans, and Universal Retirement are also on board. The latter is the presenting sponsor of the High Rollers, the Aces’ 50+ dance squad, and will host a Small Business Night at Michelob ULTRA Arena during the Aug. 8 game against Seattle.
LVSportsBiz asked Aces team president Nikki Fargas about the growth of investment in the Aces and the WNBA. Fargas: “It gives it a different level of validation. I hate saying that we need to be validated, but to some degree we do.”
“More importantly, it secures the future of our game, not just for the players that we have on the court today,” Fargas told LVSportsBiz.com during Media Day, “but for the girls who were dreaming and putting in the hard work behind them.”
This layering of partner activations—some branding-focused, others community-driven—shows the organization’s broader intent: to position the Aces as more than a team, but as a central player in the Las Vegas sports economy.
A’ja Wilson and the Nike Effect
Much of that commercial lift is buoyed by the national marketing power of Aces franchise leader Wilson.
Her Nike deal, punctuated by the launch of the A’One signature hot pink sneaker, has elevated her into a rare marketing tier for WNBA athletes. The rollout included a commercial directed by Malia Obama in heavy rotation during the 2025 NBA Playoffs. And it ran at least twice during today’s Aces-Liberty national TV game.
While the deal is between Wilson and Nike, the visibility it brings to the Aces is undeniable. It’s a marketing multiplier for both the player and the team.
Wilson’s rising profile isn’t just a win for Nike. It’s a case study in brand recognition—how the commercial appeal of a transcendent athlete can generate downstream value for the organization around her.
When LVSportsBiz asked Davis, how he thought Wilson’s off the court popularity and marketing power helped the team, and subsequently the WNBA. Davis responded, ”I’m not exactly sure how that helps everyone, but I’m glad A’ja Wilson is in Las Vegas. She is an invaluable part of our team and it’s been an absolute pleasure to be part of her legacy.”
With strategic investments, iconic players, and a surging fan base, the Las Vegas Aces are part of an era redefining the business model for women’s professional sports.
The WNBA began season 29 with 45 official sponsors, including Gatorade and Nike, which has been from the start, according to Sports Business Journal.
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