Gray Media Secures Exclusive Broadcast Rights for Portland Pro Sports Teams

Event summary

  • Gray Media’s FOX 12 Plus (KPDX) has secured exclusive regional broadcast rights for the Portland Fire (WNBA) and Portland Thorns (NWSL) through a multi-year partnership.
  • The Portland Fire will launch a direct-to-consumer streaming platform powered by Kiswe, offering interactive live games and exclusive content.
  • Gray Media will leverage its subsidiary, Raycom Sports, for game production and related programming.
  • RAJ Sports, the ownership group for both teams, is investing in a dual-sport women’s performance center slated to open in 2026.
  • The deal positions Portland as a hub for women’s sports, following RAJ Sports’ acquisitions of the Portland Thorns and the WNBA Portland expansion team in 2024.

The big picture

This partnership reflects the growing commercial interest in women’s sports, fueled by increasing fan engagement and sponsorship opportunities. Gray Media’s acquisition of these broadcast rights signals a strategic bet on local sports programming and digital expansion, while RAJ Sports’ investments underscore a broader trend of private equity entering the women’s sports market. The deal also highlights the increasing importance of direct-to-consumer streaming platforms for sports franchises seeking to control distribution and enhance fan engagement.

What we're watching

Audience Growth
How effectively Gray Media can leverage the broadcast rights to expand viewership and attract new fans to both teams remains to be seen, especially given the existing popularity of the Thorns.
Streaming Adoption
The success of the Portland Fire’s Kiswe-powered streaming platform will depend on its ability to offer a compelling, interactive experience that differentiates it from existing sports streaming services.
Facility Impact
The Kaiser Permanente Performance Center’s impact on athlete development and team performance, and whether it can become a model for other women’s sports franchises, warrants observation.

Related topics

Market Share Sports Media & Entertainment