The New York Liberty’s Ellie the Elephant isn’t the only one getting glam before the game.
Beauty subscription platform Ipsy has teamed up with the WNBA’s Las Vegas Aces for a three-year deal, including becoming the three-time world champion’s official jersey sponsor.
“There’s this way of owning being a strong athlete while embracing glam and beauty in a way that’s unapologetic,” Stacey Politi, CMO of Ipsy, explained. “There are millions of women who view beauty as a hobby — and this partnership is a way of tying those two things together and inviting people to express what they love.”
The partnership, announced Wednesday, marks Ipsy’s first sports partnership and its largest partnership to date, Politi said. Clutch Sports is assisting Ipsy with the deal.
The Aces will don Ipsy branding on jerseys, and their home court at Michelob Ultra Arena will add in-arena branding. Ipsy will also create beauty-themed activations and beauty giveaways for fans in the arena’s concourses, according to a brand statement.
“This team is so strong, and they exude confidence on and off the court,” Politi explained. “The dedication of their fan base cannot be matched; they sold out every home game in 2024.”
The deal also expands beyond the court.
Ipsy is partnering with Aces Care community impact program for a Las Vegas youth basketball camp and clinic, and will host community group nights at home games throughout the next three seasons. The beauty platform is also committing to a community corner partnership with Aces4Change.
“If at the end of these three years, we can create more awareness around Ipsy’s mission — bringing joy and support to all communities and particularly women — this will have been a huge success for us,” Politi said.
This story first appeared on PRWeek U.S.