The WNBA’s Oregon team, rebranded as the Portland Fire, has officially announced its name and branding ahead of the upcoming season. The new expansion team will start its journey alongside the Toronto Tempo next season, revealing its identity and logo on Tuesday.
Interim fire chief Claire Hamill expressed, "We believe the fire never truly went out. Our fans have eagerly awaited our return, and now we are back as the Portland Fire."
The team has unveiled a fresh logo, titled "Rose on Fire," featuring a color scheme of red, brown, blue, and pink. The late Paul Allen, owner of the Portland Trail Blazers and co-founder of Microsoft, was previously linked to the franchise when it played at the Rose Garden, now known as the Moda Center.
WNBA teams were formerly owned by the NBA until 2002, when they transitioned to independent ownership or partnerships with NBA teams. Allen had chosen not to buy the Fire, leading to its dissolution.
Portland was granted a new WNBA team last September, owned by Raj Sports and led by Lisa Butar Mellage and Alex Butar, who invested $125 million for the franchise. The Fire and a new team, the Thorn, will share a training facility, marking the first collaboration between the two women’s leagues.
In an exciting start, the Fire has sold over 11,000 season tickets, breaking the previous WNBA sales record. The team will hold matches at the Moda Center, which had previously accommodated an average of around 8,000 fans for the original Fire.
Although the transition has faced some bumps, plans to return to the Fire branding had been hinted at after a local news outlet leaked the trademark application. Inky Son, the team president, departed shortly after a brief tenure, and in his stead, Hamill, a former Nike executive, will oversee team operations until a permanent president is appointed.
The Fire’s branding launch coincided with plans for a community celebration at the Moda Center. Both Portland and Toronto are set to begin competing in 2026, following the introduction of the Golden State Valkyries in 2025. Additionally, three more expansion teams are anticipated in WNBA cities Cleveland, Detroit, and Philadelphia, scheduled to debut in 2028, 2029, and 2030.
Fan Take: This development is significant for soccer fans as it highlights the growing recognition and investment in women’s sports. The presence of new teams and increased fan engagement in leagues like the WNBA echoes the enthusiasm building around women’s soccer, suggesting a bright and promising future for women’s athletics overall.
