The excitement is palpable as the Portland Fire gears up for their much-anticipated return to the WNBA in 2026, capturing the attention and enthusiasm of the entire city.
Among those eagerly watching the developments is Linda Weston, a prominent figure in Oregon's business landscape. Weston, who has a rich history of supporting young entrepreneurs through her role as director of the Oregon Entrepreneurs Network, expresses her approval of what she’s observed so far regarding the Fire’s preparations.
"I believe they’re implementing many of the strategies I would have recommended," said Weston, reflecting on her past experiences with basketball in the city.
Weston is perhaps best recognized for her role as general manager of the Portland Power, an American Basketball League team that operated from 1996 until its abrupt closure in December 1998 due to the league folding mid-season. This closure paved the way for the Portland Fire to join the WNBA in 2000, marking a new chapter in women’s professional basketball in Portland.
"The circumstances now are dramatically different than when I managed the Power," noted Weston. "Our team was incredibly small, and we had virtually no budget, which forced us into a lot of grassroots marketing efforts."
She described the environment during her tenure as one where every member had to contribute, with players actively participating in community outreach by visiting schools and attending local events. Notable athletes like Sylvia Crawley and local favorite Katy Steding often engaged with students the day after games, exemplifying their commitment to being role models in the community.
"These players truly resonated with fans and were wonderful individuals," Weston reminisced, sharing a memorable incident where Steding showed up at a school with a black eye, a testament to her dedication on the court just hours before. "They were always visible and approachable, which made a significant impact on our engagement with the community."
Their hard work paid off, as the Power achieved the second-highest home attendance in the ABL, drawing an impressive crowd of 9,000 to their opening night at Memorial Coliseum. Weston reflected on this experience, stating, "Looking back, it felt like we were crafting something entirely new as we went along. It was truly remarkable."
Fast forward to today, and Weston sees similarities between the current Fire and her experiences with the Power. She commended general manager Vanja Černivec for already implementing many community-building strategies that she herself would have suggested.
"Building a sense of community is crucial," she emphasized. "We understood that connecting with people was essential, and luckily for the Fire, there’s been a notable increase in interest surrounding women’s sports lately, especially women’s basketball."
Weston expressed her admiration for the Fire’s innovative approaches, including their creative announcement of the game schedule, which she referred to as 'Portlandia' style—a nod to the cultural uniqueness of the city. "I’m genuinely excited about all the initiatives they’re rolling out, and I can’t help but feel a touch of envy over the resources they now have access to, which we didn’t back in my day. But that’s simply a reflection of how times have evolved over the past 30 years."
The landscape of women's professional basketball is expanding significantly, with the WNBA welcoming new teams such as the Golden State Valkyries in 2025, alongside the Fire and the Toronto Tempo in 2026. Additional franchises are set to emerge in Cleveland, Detroit, and Philadelphia in the following years, fueled by the growing popularity of star players like A’ja Wilson, Caitlin Clark, and Sabrina Ionescu.
Weston reminisced about the origins of the ABL in 1996, sparked by the success of Team USA at the Summer Olympics that year, along with the excitement generated from Connecticut’s undefeated NCAA basketball season. "We thought we had a huge surge of interest back then, but what we’re witnessing now is on another level entirely," she remarked. "Just last year, I attended a Seattle Storm game and was stunned to see 18,000 fans in attendance—it was exhilarating! The momentum behind women’s sports is incredible and undeniable."
Nik Streng is a sports reporter and editor for The Oregonian/OregonLive, focusing on the Portland Fire WNBA franchise. Originally from Honolulu, Hawaii, he moved to Oregon to pursue his studies at Pacific University.
