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

December 12, 2025

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.

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.

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. kptv