The WNBA’s anticipated expansion team in Portland is set to make a name announcement this coming summer, with strong indications pointing towards a nostalgic choice.
This week, the WNBA league office filed four new trademark applications related to the iconic Portland Fire, which was the name of the city’s original WNBA franchise that played from 2000 to 2002 before folding.
One trademark application aims to use the Portland Fire name for ‘clothing, footwear and headwear,’ while another encompasses a broader range of services, including ‘education, providing of training, entertainment, sporting and cultural activities.’ This includes ongoing television and radio programs centered around basketball and live basketball games as well as exhibitions.
In addition, two trademark applications have been filed related to a stylized letter ‘P’ in both trademark categories.
Though the WNBA has yet to confirm the name, multiple sources familiar with the developments suggest that a return to the Fire is imminent.
Portland is one of three cities chosen for WNBA expansion over the last 18 months, alongside the Bay Area and Toronto. The newly minted Golden State Valkyries are currently playing their inaugural season, while the Toronto Tempo is set to launch next year, coinciding with Portland’s return to the league.
The Portland team will be owned by RAJ Sports, the parent company of the Bhathal family, who also owns the NWSL’s Portland Thorns and holds a minority stake in the Sacramento Kings.
The announcement of a WNBA team in Portland last September marks a historical first for the league, allowing a city to once again host a franchise after previously having one.
In a trend set to continue, February reports indicated that Cleveland will be the league’s 16th franchise, projected to debut in 2028 with a revival of the Cleveland Rockers name. The Rockers were among the original franchises during the league’s inaugural season in 1997 but ceased operations in 2003.
Cavaliers owner Dan Gilbert is set to own the new Cleveland team, having reportedly paid a $250 million expansion fee, which is twice the amount that the Bhathal family paid for their Portland team last fall.
WNBA commissioner Cathy Engelbert has expressed a goal to expand the league to 16 teams by 2028. This surge in franchise values may pave the way for even more teams joining the league before the decade concludes.
The upcoming name announcement for Portland’s new team represents a significant step in solidifying its place in the WNBA.
Earlier this year, the team made strides by hiring Inky Son as team president and breaking ground on a new practice facility, which will be shared with the Thorns. At this groundbreaking event, Lisa Bhathal Merage emphasized that the search for a general manager was underway, with aspirations to secure a candidate within the upcoming months.
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