-
Jeff Carlisle
The match on August 10 between the Portland Thorns and the Seattle Reign unfolded like many others at Providence Park over the years. The North End, where the Thorns’ supporter group, Rose City Riveters, passionately chanted and sang, created an electric atmosphere. Colorful Pride flags and Cascadia banners adorned the venue as 21,811 fans celebrated a thrilling 4-2 victory over their rivals.
However, some familiar flags were noticeably absent this time around. Gone were the “Sell The Team” signs and “You Knew” banners, which had referenced the abuse scandal that began affecting the club and the NWSL in 2021. This was largely due to a change in ownership in early 2024—Merritt Paulson, once a target of fan anger, stepped aside for RAJ Sports, led by the Bhathal family, who acquired the team.
For fans, supporting a team previously owned by Paulson, who was deeply implicated in the scandal, required a difficult reconciliation. Gabby Rosas, former president of the 107IST, which oversees the Riveters and the Timbers Army, noted, “The joy is back. I feel more comfortable in the stadium, and I no longer feel conflicted. The new ownership isn’t even on my mind when I prepare for a match, unlike in previous years.”
Despite the renewed joy during Thorns game days, challenges remain. The transition away from the previously intertwined identities of the Thorns and Timbers—who had been jointly managed since the Thorns’ inception in 2013—isn’t completely smooth, and the process is ongoing.
– Alex Morgan discusses her next chapter post-USWNT and NWSL retirement
– NWSL Commissioner Berman receives contract extension
– NWSL aims for 32 teams, despite warnings from executives about risk
Rebuilding Trust in Portland
With the new ownership led by siblings Alex Bhathal and Lisa Bhathal Merage, the Thorns aim to forge a new path, distinctly separating themselves from Paulson’s legacy while focusing on a fresh, innovative approach for the future.
“It’s incredibly fun and challenging,” Merage remarked about their leadership role. “It’s about problem-solving and influencing the future of women’s sports for the generations to come. We’re thrilled to be involved in this.”
“We’re passionate about business and sports, so being custodians of this community asset has been thrilling, filled with excitement—a lot of challenges ahead, but we are eager to elevate the club on a global stage,” added Alex Bhathal.
Rebuilding trust with fans and sponsors, especially after the team was at the center of the Yates Report, which revealed abuse across multiple NWSL teams, is a primary challenge. Former Thorns coach Paul Riley was accused of sexual misconduct, and organizational leaders, including Paulson, mishandled the situation and enabled his continued employment.
Reports from The Oregonian highlighted a toxic workplace culture within the combined organization affecting female employees, leading to backlash against former executives, including Wilkinson and Golub, who were eventually terminated.
In 2022, Paulson announced his intention to step down and sell the team, which was finalized in January 2024.
Utilizing their initial year, Bhathal and Merage conducted a “listening tour” to engage with fans and stakeholders, aiming to reconnect with the business community and fan base while building a solid operational staff.
RAJ Sports has also secured a WNBA expansion team, the Portland Fire, due to debut next season.
“Our goal is to establish Portland as the global hub for women’s sports,” Bhathal emphasized.
This goal involves balancing innovative ideas with sensitivity to fan feedback. During one early brainstorming session, the new management inquired about a promotional event referencing the Sacramento Kings’ celebratory tradition; however, it was met with resistance from the Riveters.
“We wondered, did they not appreciate the passion of the Riveters? It left us confused and concerned,” Ettlin recounted.
Some initiatives from the new ownership have met with more success than others. Sponsorships dwindled during the height of controversy, but both Alaska Airlines and Tillamook have recently rejoined as sponsors. While Tillamook has returned with a jersey sponsorship for the Thorns, Alaska Airlines has not fully committed. The Thorns have welcomed security camera company Ring as their new jersey sponsor, leading to an impressive increase in sponsorship revenue.
While some sponsors have resumed their partnerships, Union Wine remains cautious about returning, expressing hope for improved rebuilding of trust. “If that happens, we’d certainly be open to exploring future partnerships,” founder Ryan Harms stated.
Thanks to the new owners, the Thorns enjoy a fresh slate for re-establishing their identity and mission. “We’re crafting a clear narrative and embracing who we are,” Thorns CEO Alexis Lee shared, noting the positive reception from potential sponsors.
This doesn’t mean connections to Paulson have completely vanished. According to Lee, there has been a complete business separation since the year began; however, Bhathal mentioned they still communicate amicably with Paulson.
The Thorns have a skeleton staff in place, with plans for further hires, while they continue to train at Providence Park under Paulson’s management. “We still support the Timbers, just as he supports us,” Bhathal said of their ongoing communication.
Facility Improvements Amid Attendance Challenges
RAJ Sports has prioritized constructing new facilities, addressing the Thorns’ lack of a dedicated practice space under Paulson. A new training complex is set to begin construction and will cater to both the Thorns and the Fire, emphasizing facilities designed specifically for women athletes.
Expected completion is slated for early in the 2026 NWSL season, informed by insights from other NWSL teams that have developed similar infrastructure.
Players such as Morgan Weaver and Sophia Wilson have influenced decisions regarding facility amenities to ensure they meet player needs.
“We aim for flexibility to accommodate future growth, learning from experiences of teams like Kansas City who quickly outgrew their facilities,” said Merage.
When questioned about the possibility of a dedicated stadium for the Thorns, Bhathal affirmed their satisfaction with Providence Park, noting its symbolism as a soccer city that fosters strong community support across both teams.
Attendance remains a notable challenge. In 2022, following the team’s reputation decline, average attendance dropped to 15,543, with many fans opting out of renewing season tickets. Conversely, attendance figures rebounded to 18,918 in 2023 after Paulson announced he would sell the team. That figure held steady in 2024 before sliding to 17,479 this season—still leading the league, but reflecting an overall downward trend across the NWSL.
While the Thorns have strong attendance figures, Lee emphasized the continued need for improvement and affordability, indicating an ongoing evaluation of product offerings to better serve the marketplace.
Strategies such as adjusted kickoff times are being considered to better accommodate families. Innovative community initiatives, such as the recent “World’s Largest Baby Shower” honoring teammates who have recently become parents, reflect these efforts.
Despite the optimistic atmosphere surrounding new ownership, some fans remain hesitant. Chris Bright, a tech entrepreneur and former season ticket holder, remains unsure about fully renewing his support, indicative of the broader sentiment as trust continues to rebuild.
A Thorns Rebuild on the Field
On-field performance is also evolving, coinciding with the ongoing off-field transformations.
With key players Wilson and Weaver sidelined due to personal reasons, and with the retirement of notable figures like Christine Sinclair and others, attendance has been impacted. Despite these challenges, the Thorns remain competitive, currently holding seventh place, just two points shy of third-place Orlando.
New leadership in soccer operations, including Jeff Agoos as general manager and Rob Gale as head coach, has brought fresh perspectives. Agoos acknowledges a learning curve while aiming to diversify the team’s scoring strategy, particularly in Wilson’s absence.
“We’re focused on fostering a younger, more aggressive team ready to rebound,” Agoos remarked, emphasizing the shift towards a more balanced attack.
Agoos aims to instill a positive culture within the club, emphasizing professionalism both on and off the field, a sentiment that aligns with the club’s successful championship win in 2022.
While fan sentiment remains largely positive, a lingering sense of loss in stature compared to previous high points remains. With the league expanding to include new teams in Boston and Denver by 2026, the Thorns face increased competition for attracting top talent.
“The great question is how can we reclaim our status as a premier destination for top-tier international players?” Rosas posited, highlighting the desire to return to being a benchmark within women’s soccer.
Concerns exist among some fans regarding the increased focus on the Fire, with sentiments suggesting a shift away from the Thorns’ prominence. “The emphasis seems to be broadening toward the WNBA, whereas important work remains with the Thorns,” noted Rosas.
In response, Lee assured that the success of both teams is interconnected, emphasizing the Thorns still receive priority and investment.
Both Bhathal and Merage recognize the challenges ahead, particularly in leveraging Providence Park’s significant capacity for larger crowds. They remain focused on the long-term growth and potential for women’s sports franchises. “Women’s sports will soon become billion dollar ventures,” Bhathal predicted.
“We’re in a growth phase, post-venture. There’s a solid proof of concept, and plenty of opportunity lies ahead,” he concluded.