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Ipsy is stepping out of the beauty aisle and onto the hardwood. The subscription brand has signed a multi-year deal with the WNBA’s Las Vegas Aces, marking its first official move into sports sponsorship.
What the Ipsy–Aces agreement includes
The partnership runs for three seasons and places Ipsy branding in high-visibility locations inside the Aces’ home arena. Fans will see the brand on:
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- team jerseys worn during games;
- the free-throw line on the court;
- the backboard at Michelob Ultra Arena, Mandalay Bay.
Ipsy will also sponsor the Aces’ media day this spring and stage fan activations at four home games. The timing aligns with the 2026 WNBA season, scheduled from May 8 to September 24.
How the partnership came together and why the Aces
Ipsy worked with Klutch Sports — the agency founded by Rich Paul and backed by United Talent Agency — to identify a fitting team partner. The Aces stood out for their passionate fanbase and strong local engagement.
Team momentum helped, too. The Aces were the 2025 WNBA champions, and their games drew notable TV audiences last season. Star forward A’ja Wilson, the league MVP in 2025, keeps the spotlight on Las Vegas, increasing the partnership’s visibility.
For Ipsy, alignment on values mattered. The brand sought a team that champions women, confidence and self-expression. That cultural fit tipped the scales in favor of the Aces.
Marketing goals: awareness, affinity and a long-term play
Ipsy frames this deal as an upper-funnel investment. After years of performance-driven marketing and paid ads, the brand wants broader recognition and emotional connection with consumers.
- Brand awareness is the primary objective.
- Ipsy expects a halo effect that boosts brand affinity over time.
- Direct subscriber conversions are a goal, but secondary.
Company leadership says this is a strategic, multi-year play rather than a short-term CPA campaign. The sponsorship is also Ipsy’s longest partnership to date.
Audience reach, membership and product tiers
Ipsy reports heavy digital traffic and a broad fan base across subscriptions and social channels. The site ranks among the top beauty destinations in the U.S., behind Sephora and Ulta.
- Ipsy registers approximately 22.87 million monthly visits from U.S. shoppers.
- The brand describes its following as over 20 million hyper-engaged beauty fans.
- Popular membership options include a $14-per-month Ipsy Original box and a $65 quarterly Ipsy Ultimate box.
Why brands are investing more in women’s sports
Spending and ad exposure for women’s sports have climbed sharply. Industry analysis shows rapid year-over-year growth in both investment and impressions.
- Estimated investment in women’s sports rose nearly 70% year over year to about $127 million.
- Ad impressions grew by roughly 79% year over year.
- Engagement on women’s sports channels runs about 20% higher than non-sports channels.
Other beauty and sports tie-ups to watch
- Sephora recently partnered with the F1 Academy.
- WNBA players have launched brands, such as Lexie Hull’s new beauty line.
- More consumer brands are exploring sponsorships as a way to reach female sports fans.
Measuring success and expectations for ROI
Quantifying returns from brand sponsorships can be complex. Ipsy acknowledges that immediate sales lifts are hard to trace.
Executives expect the partnership to deliver long-term benefits: stronger awareness, clearer brand purpose and increased affinity among current and prospective members.
While direct attribution may lag, the partnership aims to solidify Ipsy’s presence in culture and reach audiences at scale.
