Despite a losing record this season, the Aces feel that they have established a fan base that will grow getty images
It is "unlikely MGM Resorts made money" on the WNBA Las Vegas Aces’ first season, with all the team start-up costs and MGM Resorts’ $10M investment in updating Mandalay Bay Events Center, according to Alan Snel of LVSPORTSBIZ.com. Few businesses are able to "make money in year one." However, Aces Head of Business Operations Lance Evans "pointed out sponsorship and ticket sale revenues were higher than expected." Evans said that premium seats at "courtside tables and along the court generated more sales than expected." When it came to sponsorship sales, Evans said that the Aces were "helped by the Golden Knights’ first season" in '17-18 because companies saw "tangible examples of how a new team and a company could work together to activate deals and engage fans." The Aces were also "aided by the marketing resources of MGM Resorts and Mandalay Bay Events Center." Evans said that Pepsi, for example, has the "pouring rights at Mandalay Bay Events Center and was the sponsor of a fan zone behind one of the baskets that was mostly empty during the first few games but was packed in the games at the end of the season" (LVSPORTSBIZ.com, 8/19). Aces President of Basketball Operations and coach Bill Laimbeer said, "Off the court, I think we established our fan base. I think we have a very proud fan base that’s growing" (LAS VEGAS REVIEW-JOURNAL, 8/21).
UPHILL CLIMB: In Toronto, Doug Smith writes the WNBA has "never been better on the court," but while that has "translated into more popularity and an increase in casual fans, the league still struggles." The WNBA is an "important league with players who are the best in the world at their craft and are significant role models for a segment of youth that needs them." However, none of the teams "turns much of a profit," and there have not been many teams who have "made consistent money that can be turned back into salaries" (TORONTO STAR, 8/21).
