Portland’s WNBA expansion team, set to debut in 2026, has announced it will rebrand with the historic ‘Fire’ name previously used by the city’s WNBA team from 2000-02. The decision was made by team officials to honor the legacy of the franchise and to tap into the city’s rich basketball history. The new team, which will be based in Portland, Oregon, is part of the WNBA’s ongoing efforts to expand its presence in the Pacific Northwest.
The return of the ‘Fire’ name has been met with excitement by fans and media alike, as it represents a nostalgic connection to the city’s past in women’s professional basketball. The previous iteration of the Portland Fire won three WNBA titles during its tenure, and its return is seen as a way to revive the franchise’s legacy. The team’s new branding includes a redesigned logo and updated color scheme, reflecting a modern approach while retaining the spirit of the original franchise.
Team officials emphasized that the decision to rebrand was not merely about nostalgia but also about creating a strong identity for the new team. They cited market research indicating that fans in the Portland area have a strong emotional attachment to the ‘Fire’ name, which could help in building a loyal fan base. The team is also planning a series of community events and initiatives to engage with local fans and promote the sport of women’s basketball.