Portland Thorns Look to Rebuild Trust Amidst New Ownership and Past Controversies
In their recent encounter on August 10, the Portland Thorns faced off against the Seattle Reign at Providence Park, showcasing an atmosphere reminiscent of previous NWSL matches. A lively crowd of 21,811 fans cheered on their team, who secured a 4-2 victory. The supporters group, Rose City Riveters, kept the energy high with their chants, but notable signs of dissent from past seasons were absent, signaling a shift in sentiment.
The absence of “Sell The Team” and “You Knew” banners was marked by the Thorns’ change in ownership in early 2024. Merritt Paulson, previously a focal point of fan discontent, stepped down, making way for RAJ Sports, led by the Bhathal family.
For fans, the change has brought a renewed sense of optimism regarding their support, turning the page on the turmoil associated with Paulson’s tenure.
“The joy is back,” noted Gabby Rosas, a past president of the 107IST supporter group. “I feel at ease in the stands. The new ownership isn’t a concern for me anymore when preparing for a match.”
Despite the positive atmosphere on game days, challenges persist. The process of separating the Thorns from the Timbers organization, historically intertwined since the team’s inception in 2013, has been complicated and is ongoing.
Addressing the Past and Moving Forward
The Bhathal siblings, Alex and Lisa, aim to foster a new era for the Thorns by clearly delineating the club’s identity apart from Paulson’s prior management. Lisa Merage expressed her excitement about the challenges ahead, stating, “It’s all about shaping the future of women’s sports.” Alex Bhathal echoed this sentiment, highlighting the thrill of managing a significant community asset and their ambitions for global elevation.
Rebuilding trust with fans, however, remains a significant hurdle. The Thorns were central to the Yates Report, which detailed systemic abuse within the league. Paul Riley, former head coach, was implicated for his misconduct, raising serious concerns about the organization’s previous management, including Paulson’s attempts to conceal such issues.
In light of the revelations, Paulson announced his resignation as CEO in 2022 and subsequently sold the Thorns, with the sale finalized on January 3, 2024. Following the acquisition, the new ownership embarked on a “listening tour” to reconnect with fans and stakeholders, focusing on staffing and community engagement.
Meanwhile, RAJ Sports secured a WNBA expansion franchise, the Fire, to be based in Portland. “Our vision is to establish Portland as a global center for women’s sports,” Bhathal stated.
The ownership has sought out feedback on how to improve the Thorns’ operations, learning from past missteps. A proposal to adopt a celebratory ritual modeled on the Sacramento Kings was met with skepticism from fans, indicating the importance of being attuned to the community’s voice.
Sponsorships and Community Engagement
Efforts to regain sponsor interest have shown promise. Following a downturn in sponsorships during the scandal, including the loss of partners like Alaska Airlines and Tillamook, both companies have recently re-engaged with the Thorns. Additionally, the team has welcomed new partnerships, securing a deal with Ring to become their jersey sponsor, which has significantly boosted sponsorship revenue.
The Thorns have developed new approaches to rebuilding community trust, aiming to convey an image of renewal. According to Thorns CEO Alexis Lee, the focus is on establishing a clear mission with open dialogue about sponsorships, awarded through a fresh slate with new ownership.
Nonetheless, obstacles remain, particularly in attendance figures. The average attendance has fluctuated, and although the Thorns lead the league in numbers, there’s an evident decline this season compared to previous years.
To enhance attendance, Lee hinted at exploring kickoff times that cater better to families and launching community events, such as the “World’s Largest Baby Shower” earlier this year, aimed at supporting local families.
On-Field Developments and Future Challenges
While rebuilding the organizational structure, the Thorns are simultaneously grappling with on-field challenges. Key players, including Sophia Wilson and Morgan Weaver, have been sidelined due to pregnancy and injury, respectively. This has coincided with the retirement of club legends like Christine Sinclair and Becky Sauerbrunn.
Currently, the Thorns hold seventh place in the league but remain competitive, staying close to playoff contention.
Amidst the shifts, Jeff Agoos has taken over as general manager, and Rob Gale now manages the team, marking significant changes in the club’s leadership. Agoos aims to revitalize the team’s strategy and foster a positive culture, despite acknowledging the challenges that lie ahead.
Fan sentiment reflects cautious optimism, though many feel the team must regain its former standing within the league. The expansion of the NWSL, with new teams set to join in 2026, complicates the pathway back to prominence.
In response to concerns over the focus on the new WNBA franchise, Lee clarified that while the Fire is an exciting investment, the Thorns’ success and growth remain the top priority for ownership.
As they look to the future, both Bhathal and Merage recognize the journey is just beginning. With plans for new facilities in the works and ambitions for a larger attendance at Providence Park, they are committed to establishing the Thorns as a leading club in women’s soccer.
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