Toyota becomes exclusive auto partner of Portland Fire, expands support for women’s sports

PORTLAND Ore. (KPTV) – The Portland Fire announced a new partnership this week with Toyota, which will serve as the team’s exclusive automotive partner.

The deal expands Toyota’s investment in women’s sports in Portland, as the company is now partnered with both RAJ Sports franchises, the Portland Fire and the Portland Thorns.

To kick off the partnership, Toyota and the Fire loaded a Toyota Tacoma full of WNBA basketballs and delivered them to local girls basketball players. Fie GM Vanja Černivec and Vice President of Basketball Operations, Strategy and Innovation, Ashley Battle, joined the delivery.

“This partnership is a testament to what’s possible when brands buy in to women’s sports,” said Portland Fire Interim President, Clare Hamill. “Connecting with the community of Portland is a key pillar for the Fire, and Toyota’s support will help us bring the best experiences to our fans as well as make an impact across the region.”

“We are thrilled to be the inaugural automotive partner of the Portland Fire and are looking forward to cheering them on next year,” said Russ Humberston Jr., President of the Pacific Northwest Toyota Dealers Association. “Connecting with the community through meaningful touchpoints that can empower young women to cultivate a career in sports makes working with the Portland Fire a slam dunk.”

Youth basketball Clinic: Play Like a Pro

As part of the partnership, Toyota and the Fire will host Play Like a Pro, a youth clinic designed to inspire and empower young girls interested in basketball. Participants will get on-court training from players and coaches, along with a mental wellness session focused on building confidence for game day.

Bringing energy to the Fire Community

Toyota will also help bring the Fire experience to fans through new community events. The company will engage fans on game days as well as pop-up events throughout Portland at a local dealerships.

Supporting women and girls across Portland

A key part of the partnership between Toyota, the Fire, and the Thorns will be community initiatives like Her Voice Council and Lead(HER)s of Tomorrow, both aimed at supporting women and girls in sports, leadership and career development.

For more information, visit the Fire’s official site.

Copyright 2025 KPTV-KPDX. All rights reserved.