Las Vegas Aces: Rising Franchise Value, Championship Success, and Off-Court Achievements

Just three weeks prior to their second consecutive WNBA championship, the Las Vegas Aces received exciting news—the league would be expanding to include a 13th franchise for the 2025 season. This announcement undoubtedly put a spring in the step of Aces’ owner Mark Davis. Having purchased the team for $2 million in 2021, Davis has seen the team’s valuation skyrocket in just two years. The recent $50 million expansion fee paid by the owners of the Golden State Warriors to operate the league’s newest team only adds to the Aces’ value in the eyes of sports business experts.

Patrick Rishe, the director of Washington University’s sports business program, expressed surprise at the Aces’ rising franchise value despite being a two-time defending champion. However, he attributed this increase to various factors that favor the Aces beyond their recent on-court success. One major factor is the team’s revenue-generating capabilities, as they have built a significant fan base in Las Vegas and consistently fill the 12,000-seat Michelob Ultra Arena at Mandalay Bay. Furthermore, the WNBA has experienced a 21% increase in television viewership this season, with this year’s Finals becoming the most-watched in 20 years, averaging 728,000 viewers.

Beyond their success on the basketball court, the Aces have become a remarkable story off the hardwood. A consistent investment by Davis has attracted major celebrity support, including NFL quarterback Tom Brady becoming a minority owner. Additionally, the team has shown how to successfully market and increase the visibility of a women’s professional sports team. However, none of this success would have been possible without following the wise words of Davis’ father, Al Davis—just win, baby.

The commitment of their fans has been nothing short of incredible, according to Aces President Nikki Fargas. She believes that the community’s support stems from the team’s ability to bring a quality, professional sports team into the market. The Aces also benefit from being one of three WNBA teams not affiliated with an NBA franchise, unlike some teams that serve solely as a public relations arm of their NBA counterparts.

Davis’ investment in the team, including signing star players and increasing community involvement, has raised the Aces’ profile and boosted merchandise sales. While the league doesn’t track merchandising sales for individual teams, Fargas judges the team’s popularity by observing fans wearing Aces gear in everyday settings.

The Aces truly distinguish themselves with their state-of-the-art headquarters and training facility, which cost $40 million and spans across 64,000 square feet in Henderson. This facility, boasting two basketball courts, pools, a sauna, a nutrition bar, and a state-of-the-art locker room, is the first of its kind in the WNBA’s history. UNLV sports management professor Nancy Lough credits this training facility for securing high-profile signings like perennial WNBA all-star Candace Parker at a below-market deal.

Fargas attests to the Aces’ significant growth in fan base over the past two seasons. Affordable ticket prices that appeal to families have contributed to the team’s success, with the lowest-priced tickets ranging from $30 to $40 last season. The team has seen the highest increase in average attendance compared to other WNBA teams, with an average of 9,551 fans per game this season. In fact, the Aces set a franchise record for single-game attendance when they drew 17,406 fans for their last regular season home game at the T-Mobile Arena.

Ultimately, the Aces’ accomplishments can be traced back to December 2018 when the financially troubled San Antonio Stars were acquired by MGM Resorts International and relocated to Las Vegas. This acquisition was part of MGM Resorts’ ongoing partnership with the NBA and their development of the NBA-specified T-Mobile Arena. The franchise was rebranded as the Las Vegas Aces and has since become a force to be reckoned with both on and off the court.

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Rachel Adams

Rachel Adams is your WNBA insider, delivering comprehensive coverage of women’s basketball. With a commitment to highlighting the talent and achievements of WNBA players, she provides game analysis, player profiles, and inspiring stories from the league.