This Sunday we welcome the Portland Fire back to our city, and I’m allowing myself to feel excited! I love Portland (proudly raised my kids here, built a business in the city and actively engage in the food, arts and culture scene)…but I’d be lying if I said I wasn’t struggling to feel engaged over the past handful of years. So, this feels like a hopeful moment.

Women’s sports have been building momentum for years, but lately the acceleration has been impossible to ignore. From Caitlin Clark and Angel Reese drawing record-breaking crowds and headlines to the continued rise of the NWSL and women’s college sports, audiences are paying attention in a new way. And finally, brands, sponsors and media outlets are following suit.

Athletes Are Becoming Media Brands

Today’s sports stars are not just athletes. They are brands, storytellers and cultural influencers all at once. They’re building audiences on social media, driving conversations beyond the game and creating communities around their identities, values and voices. Fans are no longer simply following scores. They’re following stories, personalities and rivalries. That kind of emotional investment creates loyalty, headlines and real opportunities for brands to align in authentic ways.

Sponsors Are Finally Paying Attention

For years, women’s sports have been undervalued despite loyal fan bases, compelling stories and highly engaged audiences. We know we have a long way to go when it comes to pay equity but the numbers don’t lie: Viewership is climbing, merchandise sales are surging and ticket demand is proving that this isn’t a niche market. Smart brands are realizing that supporting women’s sports is not just the right thing to do – it’s good business.

The Portland Thorns have built one of the most loyal and passionate fan bases in professional soccer. (Photo courtesy of Shotboxer)

Portland Is Primed & Ready

Portland fans have already proven they are here for women’s sports. The Sports Bra, the wildly popular bar and restaurant featuring all things women sports was started here in Portland and is quickly expanding to other cities around the country. The Portland Thorns have built one of the most loyal and passionate fan bases in professional soccer, consistently drawing impressive crowds and creating an atmosphere that rivals teams in much larger markets. In many ways, the Thorns helped pave the way for this moment by proving that when women’s sports are marketed well, supported consistently and treated like the major-league experiences they are,  fans respond.

Now, with the WNBA’s Portland Fire returning under RAJ Sports, the same ownership group as the Thorns, there’s an opportunity to build on that momentum. RAJ Sports already understands how to create culture around women’s sports. Their leadership understands what makes fans tick in Portland, which is good because we are a quirky bunch. There’s trust in the market and excitement around what comes next, which means this isn’t starting from scratch. We’re picking up an already successful playbook, which should make us all feel optimistically excited!