A first-of-its-kind sponsorship has hit the WNBA, with the Las Vegas Convention and Visitors Authority (LVCVA) announcing on Friday it would be supporting all 12 players of the two-time WNBA champion Las Vegas Aces.
The deal grants each player $100,000 dollars in exchange for representing the city in 2024 and 2025.
“The offer’s really simple: We want you to just play, we want you to keep repping Las Vegas, and if you do a three-peat, that’d be icing on the cake,” LVCVA president and CEO Steve Hill told the team in a video released Friday.
BREAKING: We’re doing something that’s never been done before. We’re going #ALLINLV and sponsoring EVERY. SINGLE. PLAYER. on the @LVAces roster this season! pic.twitter.com/ntBZVZeFJu
— Las Vegas (@Vegas) May 17, 2024
The news comes as WNBA salaries and team caps continue to be a point of contention in the league. With many players making less than $100,000 a year, outside sponsors have long helped bridge the financial gap for players.
On Saturday, Aces coach Becky Hammon said that the local tourism bureau had reached out to all of the players individually via their agents, leaving the Aces organization out of the conversation entirely. The goal was to avoid breaking cap circumvention rules established by the league’s CBA.
“I’m going to put it to you real simple like this: Most of sponsorship people go after the top two people,” Hammon said. “[A’ja Wilson] is taken care of — she’s got plenty of stuff going on. [Kelsey Plum] has plenty of stuff. In this situation, from what I understand, is they wanted the whole team. So they went and called individuals, agents. I don’t know the details.
“I have nothing to do with it; the Aces don’t have anything to do with it. It’s just odd, but that’s basically what happened.”
Despite the apparent separation, the WNBA has launched an investigation into the legality of the sponsorship, according to multiple sources.
While the sponsorship does not directly violate the league-wide salary cap because the LVCVA did not orchestrate the sponsorship with the club, other teams are likely to raise questions about its fairness and whether or not it violates the spirit of the cap rules. The deal could potentially upend the balance of what teams are able to offer players in the free agency market.
“We have 100 influencers we pay to represent Las Vegas,” Hill told the Associated Press. “This isn’t any different then that. All of these ladies are completely eligible to have sponsorships. We are just asking them to represent Vegas.”
It’s not the first time the league has investigated the Aces for cap circumnavigation. Just last year, the team faced consequences — Hammon was suspended for two games while the team lost its 2025 first-round draft pick — for crossing league rules regarding impermissible player benefits and workplace policies.
“We get [things] from our agents all the time; they wanted it to be a big moment because it’s something that’s never happened before,” Aces star forward A’ja Wilson said about the LVCVA’s offer. “I don’t understand the investigation; I haven’t dived into it yet. I just looked at my phone [after the game] and was like, ‘Oh, wow, just another day in the life of the Aces.’ We can’t ever start just normal, it’s always going to be something, and that’s okay.”
