At a Glance
- Portland Fire returns to the WNBA after a 22-year hiatus.
- Carrie Brownstein and Fred Armisen headline a new ad that feels like a Portlandia sketch.
- The ad showcases the city’s newest spots and announces the Fire’s debut schedule.
- Why it matters: Fans get a fresh WNBA team, a nostalgic Portland vibe, and a chance to see the city’s culture on the court.
Portland has long been a playground for quirky humor, and that spirit is back with the Portland Fire’s newest WNBA season. In a playful ad featuring Fred Armisen and Carrie Brownstein, the duo revisits their beloved Portlandia roots while unveiling the Fire’s first game schedule.
The Ad That Brings Back Portlandia
In the ad, the two stars appear at Mother Foucault’s Bookshop, a local favorite that echoes the city’s indie vibe. Armisen, 59, greets the camera with a relaxed “It’s so nice to be back,” while Brownstein, 51, replies, “It feels like old times, huh?” The scene quickly shifts to a tour of Portland’s newest spots, including a vegan restaurant where the food isn’t vegan, but the servers are.
The conversation turns competitive as each tries to outdo the other with their latest restaurant, bar, and shop discoveries-an echo of Portlandia’s classic “Did You Hear?” skit. The moment ends when the Fire’s return is revealed, with Armisen noting, “They haven’t been a team since 2002.” Brownstein immediately asks, “That’s awesome. Portland Fire reignited. Should we get season tickets?”
Portland Fire: A New Chapter
The Portland Fire were the city’s first WNBA team, playing from 2000-2002 before folding. After a long absence, the franchise was officially awarded a new team in September 2024 and announced its name in July 2025, reviving the original moniker. The ad, released on January 23, 2026, marks the beginning of the Fire’s 15th-team journey in the league.
| Milestone | Date |
|---|---|
| Original team founded | 2000-2002 |
| Franchise awarded | September 2024 |
| Team named | July 2025 |
| New ad released | January 23, 2026 |
Setting the Tone with Portlandia
Kimberly Veale, the Fire’s senior vice president of marketing and communications, told The Oregonian that the choice of Armisen and Brownstein was intentional. “We set out to do something that felt uniquely Portland, and set the tone for our debut season,” Veale said. “Portlandia has such a strong connection to this city, and celebrating what it represents for Portland was the perfect way to unveil our schedule.”
Veale’s comments underscore the team’s strategy to blend local culture with professional sports. By tapping into the humor that defined Portlandia, the Fire aim to create a fan experience that feels both familiar and fresh.
What Fans Can Expect
- The Fire’s debut season schedule is now available on the team’s website.
- Season tickets are on sale, with special promotions for early buyers.
- The team plans community events that showcase Portland’s arts, food, and outdoor lifestyle.
The ad’s playful tone signals that the Fire will continue to embrace Portland’s unique identity while delivering competitive basketball. Fans are encouraged to grab tickets early and join the city’s newest sporting adventure.
Key Takeaways
- The Portland Fire’s return after 22 years is celebrated with a Portlandia-style ad.
- Armisen and Brownstein’s cameo highlights the city’s evolving food and culture scene.
- Marketing chief Kimberly Veale emphasized the team’s commitment to a distinctly Portland experience.
- The Fire’s debut schedule and ticket sales are now live.
Stay tuned to News Of Los Angeles‘s free daily newsletter for updates on the Fire’s games, player signings, and community outreach. Fans can also follow the team’s social media for behind-the-scenes content and special giveaways.
