PORTLAND, Ore. (July 15, 2025) – A familiar flame has been reignited in the Pacific Northwest.
In a historic moment for professional women’s sports, the WNBA officially welcomed back the Portland Fire, unveiling the revived team name and bold brand identity ahead of its highly anticipated return in the 2026 season. Announced Tuesday morning at a press conference in downtown Portland, the reintroduction of the Fire not only resurrects a once-proud franchise, but symbolizes Portland’s emergence as the epicenter of global women’s sports.
The new Portland Fire logo, uniform color palette, and team identity are steeped in regional symbolism and cultural pride, combining the city’s athletic spirit with modern design elements. The branding — created in collaboration with Portland-based agency Adopt — draws inspiration from the 12 bridges that unite the city, the silhouette of Mount Hood, and the distinct rose motif that Portland is known for. The result is a bold new visual story, anchored by a “Rose on Fire” emblem and a dynamic typography that captures the team’s grit and ambition.
From Legacy to Future
Originally a WNBA franchise from 2000 to 2002, the Portland Fire’s name returns with deeper meaning. More than a callback, it’s a commitment to resilience, community, and progress. Interim President Clare Hamill emphasized this mission during the brand reveal.
“As a city that has long championed women’s sports, Portland is ready to reclaim its place in the WNBA and reignite its connection to the game on the world stage,” said Hamill. “We are honoring the original Fire’s legacy, but this is also about setting a bold new course forward.”
The announcement caps a momentous few months for the franchise, which has already surpassed 10,000 season ticket deposits — putting it on pace to break league records. That overwhelming support, combined with the city’s deep-rooted basketball culture, made Portland an obvious candidate for expansion.
The team will be owned and operated by RAJ Sports, led by Alex Bhathal and Lisa Bhathal Merage, who also acquired the NWSL’s Portland Thorns earlier this year. RAJ Sports’ vision is holistic and forward-looking — with the Fire and Thorns both set to share a state-of-the-art women’s performance and recovery facility, the first of its kind in U.S. professional sports.
“Portland has long stood at the forefront of women’s sports,” said Bhathal Merage. “With nearly 11,000 season ticket deposits to-date, this community has made it clear they’re ready to embrace the return of women’s professional basketball.”
Building a Movement
The franchise launch also kicks off a weeklong city celebration. A fan rally and brand launch party will take place Tuesday night at the Moda Center, offering fans a chance to meet team representatives, pick up exclusive merchandise, and participate in interactive events. That will be followed by Global Women’s Sports Epicenter Week, beginning July 23 — a series of youth clinics, leadership summits, and community events designed to celebrate Portland’s growing impact on the women’s sports landscape.
The team also introduced its “Community Game Changers” — founding partners First Tech Federal Credit Union, Alaska Airlines, and Brandlive — whose commitment to gender equity and local development will help fuel the team’s off-court mission.
Looking Ahead
The Portland Fire’s official return in 2026 will see the team tip off at the Moda Center, where it will join the Trail Blazers and Thorns in what is quickly becoming a powerhouse arena for elite competition across multiple sports.
As the WNBA continues to grow, both in market reach and cultural relevance, Portland’s reentry signals a pivotal moment in the league’s trajectory — one where fan demand, franchise investment, and city-wide support converge to create something more than a basketball team. It’s a movement. It’s a rebirth.
And the Fire is just getting started.
