TW: brief mentions of sexual assault and abortion.
When Portland Cherry Bombs players step out onto the field in the team’s first exhibition match on Sunday, an unusual logo will be emblazoned on their jerseys. The USL W side has brought on Planned Parenthood Columbia Willamette (PPCW), the region’s largest family planning and reproductive health nonprofit, as its kit sponsor. In their jersey launch photoshoot, USWNT legend Shannon Boxx, Cherry Bombs general manager Courtney Schmidt, and PPCW President and CEO Dr. Sara Kennedy pose in colorful kits that proudly bear the PPCW name. They were also joined by a local drag performer.
The partnership has already brought far more eyes to the Cherry Bombs than pre-professional teams tend to attract.
The Cherry Bombs are the latest sporting venture of the entertainment agency COLLiDE, which is owned by Alan Miller and former NFL punter Jon Ryan. They join the Portland Pickles and Portland Bangers as summer teams the Portland community can get a little silly supporting.
COLLiDE had already collaborated with Planned Parenthood through the Pickles, a collegiate wooden bat baseball team that has competed in the West Coast League since 2015, so Schmidt reached out to her contact there with the news that a women’s team was coming. They hadn’t even decided on the name of the team yet, but PPCW was “instantly excited, ready to figure out what we could do,” she told The IX Sports. “I didn’t know how much they were looking to invest and how much of an impact they were wanting to make on our first season, and was very excited to hear that they were on board with the jersey sponsor idea.”
From the Planned Parenthood side, Kennedy had a similar takeaway from that first discussion. “The overall goal of a sports team, especially a women’s sports team, is to empower their women to help lead healthy, full, empowered, strong lives,” she told The IX Sports. “And it’s very similar to the goal that we have at PPCW: helping all people in all of our communities to be healthy, strong, to have choice, to be empowered, and just live the best lives that they possibly can. And so it really feels great to be able to honor a sports team that shares those values.”
Accessibility is another shared value. “You can get a ticket and a beer for 20 bucks at our games. So that accessibility is really important to us — being able to welcome everyone in our community to what we do,” Schmidt said. “And obviously that accessibility narrative is very relevant for Planned Parenthood as well.” Schmidt added that women’s healthcare as well as women’s sports have a history of being underfunded.
PPCW paid a fee to be the jersey sponsor, Kennedy said, and will receive back 10 percent of the team’s jersey sales.
While Kennedy said PPCW doesn’t expect to “make up that sponsorship fee,” the exposure within their community is well worth the expenditure.
“Ninety percent of our services are totally unrelated to abortion care, which most people don’t realize,” she said. “We really largely provide basic reproductive healthcare to all people, and really most of our patients are low-income and on Medicaid, coming from a variety of different places across the state of Oregon or statewide healthcare providers. So we really just want to get the word out that we’re here. We’re here to take care of you. We’re here to help you.”
When they launched in mid-April, the jerseys were an immediate hit, passing 1,000 sales in the first two weeks. “We’ve already put in for two restocks. We have new jerseys coming, and we hope — based off of those sales and just being able to sell jerseys at games, things like that — we’re looking to donate anywhere from $50,000 to $100,000 back to Planned Parenthood from this season,” said Schmidt.
And the partnership has clearly resonated with supporters like Tina Ettlin and Sunday White, who are capos for the Rose City Riveters, the supporter group for the Portland Thorns of the NWSL. They’re also board members for the 107IST, the advocacy arm for the Riveters and the Timbers Army, the supporters’ group for the Portland Timbers of the MLS. For them, the Planned Parenthood sponsorship is personal.
“When I was a lot younger, not living in Oregon, I used Planned Parenthood because I was making four dollars an hour. I didn’t have health insurance. So Planned Parenthood has been a huge part of my health growing up. And I relied on it for many years,” Ettlin told The IX Sports. “Just seeing that on a kit with not only a women’s semi-professional team backing that up, but having it be in now my hometown, is just important to me.”
“I am female. I am anti-fascist. I am someone who was able to take advantage of Planned Parenthood’s support earlier in my own life. That they continue to have support and visibility is important to me. That people — all people, not just cis women — can gain access to the help they provide,” White, who uses she and they pronouns, told The IX Sports. “In my mind, having them as a Cherry Bombs kit sponsor is great for increased visibility, awareness, and a spot on marketing match-up.”
Indeed, the Cherry Bombs’ marketing is driven by the belief that people want to cheer for teams that represent their values. “Now more than ever, people are wanting to feel aligned with the organizations that they’re supporting,” Schmidt said. “And I think it is a unique ability of a smaller, community-based team to be able to take those stands. We’re not playing in a national league — we’re in the Northwest division of the USL W — so we don’t have to worry about national guidelines as much national pushback, because we know where we are and why we’re doing it.”
Portlanders “know that their community team is going to have their back just as much as they do ours,” she added.
The Cherry Bombs’ branding invokes the riot grrrl movement, the feminist punk musical-political movement that started in Oregon and Washington in the ‘90s. “The music scene here is pretty great. Lots of local venues, lots of local shows going on every week, every weekend. The DIY grunge spirit of it all is still very much alive. And we’re definitely DIY til we die for our teams. We’re popping up at public parks for the summer, we’re making it work any way we possibly can,” Schmidt said of the Cherry Bombs’ decision to tie itself to the movement’s aesthetics.
“Part of what was so alluring to us for the riot grrrl movement is just taking up space and being loud and carving your own space in an industry, instead of making your way in the one that’s already established,” she added. “We’re not trying to necessarily find our place in the world of men’s sports, but we want to be able to craft a legacy in women’s sports. It is a whole different thing. That kick ass, take names mentality is definitely something we want to bring to our fans and to our players — empowerment to be unapologetic and whoever you want to be.”
White thinks the artistic legacy of the riot grrrl movement lingers in Portland. “I think a lot of artists in our community just need to make music. They need to be in the community. They are moved by it,” they said. “And since I became aware of the indie music scene here, the riot grrrl/punk movement has always been a big part of it.” Sunday added that she’s been able to see prominent icons like L7, Bikini Kill, and the Distillers (fronted by Brody) in Portland, and even meet and hang with Kathleen Hanna.
But the movement was about more than music. “At the core, it is expressing yourself and standing up for your chosen family, your community. To be unabashedly joyful in art, music, and life, and be able to speak out and to help others, to not fall in line when societal norms don’t benefit the community,” said White.
“When I arrived in in Portland in 1990, one of the things that really struck me was that the culture that I was seeing — the local culture, whether it was music, soccer, sport, whatever — the culture was politicized in a way that I didn’t see in other places that I that I’d been,” Portland-based political scientist and former professional soccer player Jules Boykoff told The IX Sports. “I think that the wider cultural sphere in Portland has long demonstrated a capacity and willingness to embrace politics.”
Because of this culture, Boykoff said that athletes in Portland don’t have to worry about being polysemic — a blank slate upon which anyone can map their own meaning, “because you stay out of politics,” he explained.
“I don’t want to offend the conservatives in town, but they’re such a minority in Portland that you can sort of dispense with any predilection one might have toward being a polysemic athlete or a polysemic soccer organization, and actually just embrace your true progressive values.”
So the jerseys, Boykoff said, are “cool, and I support what they’re doing, but I would say it’s much less of a risk than [it would be in] a conservative city in a different part of the country.”
Supporters of the Timbers and Thorns have brought this political consciousness to their often-frictional relationship with the teams’ front offices. In 2009, Timbers ownership, led by Merritt Paulson, asked for tens of millions in public funds to refurbish Providence Park. At the time, Boykoff and other fans advocated against the use of public funds. “There were a number of activist communities that stood up at that time,” he said, even though the Timbers Army did not take an official stance on the issue. “There were groups in Lents, this less affluent part of Portland in Southeast Portland, that were also critical of this. … A lot of community groups came together at that time to say no, and actually, we were successful. They didn’t get the $85 million — they did get more millions of dollars than I would have liked, but it came out of a special ticket tax for the Portland Trailblazers basketball team; it was sport to sport.”
In 2019, when MLS banned political signage in stadiums, the Timbers Army advocated for their continued use of the anti-fascist Iron Front symbol. Eventually, they held a 33-minute moment of silence in protest of the rule. “This is the most rambunctious supporters group in Major League Soccer, arguably: the Timbers Army,” Boykoff said. “And to have them totally quiet for 33 minutes was absolutely bracing. So they deserve a lot of credit.”
“I want to say it was 2019, there was one match where fucking Proud Boys were marching around, doing their bullshit around downtown,” Ettlin recalled. “And we actually were able to get a network of people — we put things out saying, ‘Hey, if you don’t feel safe walking to and from the stadium, if you need somebody walking with you to your car’ — we actually had a system of people that were just walking people around downtown if they didn’t feel safe.”
In 2020, “the hundred days of protest after George Floyd was killed, I was out in the streets pretty much every night,” Boykoff said. “I would see Thorns jerseys and Portland Timbers jerseys all over the place. It’s just bricked into the city. There’s a Venn diagram of Portland soccer fans and activists, and the zone in the middle is pretty full — I saw that with my own two eyes.”
The Riveters and Timbers Army, through the 107IST, have ongoing advocacy and mutual aid efforts. Ettlin said that the 107IST has a truck called the No Pity Van, which they used to sell their merch out of. “The No Pity Van was like a first aid tent for those protests in 2020,” she said. “The Portland Police Department actually shot out our windshield and slashed our tires more than once during those protests to stop us from going places.”
“That’s the thing about Portland soccer supporters: they’re really organized,” Boykoff said, adding that the skills that it requires to run a supporters’ group are transferable to activism.
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Those skills came in handy in 2021 and 2022, when reports emerged of the Thorns and Timbers front office’s lack of action when it came to sexual abuse by former Thorns coach Paul Riley and Timbers player Andy Polo. The Riveters and Timbers Army pushed hard for Paulson to sell the Thorns and for general manager Gavin Wilkinson and president Mike Golub to be removed. Many season ticket holders gave up their tickets until Wilkinson and Golub left the organization and Paulson sold the Thorns. “They got what they wanted. They’re actually really successful at achieving things that a lot of people would say were impossible to achieve, and so I think that they deserve a lot of credit for that,” Boykoff said.
But they haven’t changed everything. Many fans are quite upset at the Thorns’ kit sponsor Ring, the Amazon-owned company that makes home security cameras and is part of the surveillance state. They’re not proud of the Timbers’ sponsor, Bank of America, either.
It’s made the Cherry Bombs’ arrival all the more welcome.
“Considering both the Timbers and the Thorns have incredibly questionable kit sponsors, [the Cherry Bombs jerseys] were so refreshing,” Ettlin said. “I haven’t bought an actual kit from either Timbers of the Thorns in years, and I actually preordered the black kit that the Cherry Bombs put out, specifically because it’s Planned Parenthood. … We’ve been pushing back against the Ring sponsorship with the Thorns, so it’s just nice to not have to remind a club that they took money from the wrong people.”
“From my own point of view, what I see is this community wants to make the world a better place, a safer place, a joyful place,” White said of Portland soccer fans. “We want the players to get paid. We want them to feel safe, welcome, and accepted, regardless of gender, race, nationality, language they speak, or if they are trans/non-binary/cis or queer. Having ownership that does not reflect our community perspective — not being stewards of the team and its history by focusing only on the business opportunity, and ways to profit off of the players and community — feels gross. So I feel that many local soccer fans welcome more opportunities to support the beautiful game here in Portland, while not lining the pockets of people who don’t support the community.”
“This is their first year, and they’re choosing to put themselves out there and support this, when other teams that have been established have a lot more money, have a lot more of a platform, don’t,” Cherry Bombs player Lucy Quinn told The IX Sports.
Players, too, want to be proud of the teams they play for. “We’ve had an overwhelming amount of interest from players that want to come be a Cherry Bomb,” said Schmidt.
Quinn grew up in Portland and starred collegiately at Portland State. She thought the Cherry Bombs were “the coolest thing ever” from their original social media posts, even before the kit was unveiled. Quinn is more than pleased about the sponsorship, calling it “so authentic and badass.”
“It’s so fulfilling to be a part of something that I can support entirely and feel a part of something bigger,” she said.
For her, the team’s marketing makes a difference. “Previous teams — I might not have felt like we’ve gotten the right amount of media exposure or care and effort put into our team, and I’ve always been very much a big advocate that, ‘Hey, we need to put female sports out there. We need to tell people about it. We need to get people to show up. We need the same promotion that the male teams get.’ And so I feel like knowing that’s taken care of — it’s taken off my plate,” she said. “I’m like, ‘Wow, I have a team backing me that really, genuinely cares, genuinely puts effort into promoting us, and promoting an energy I can get behind.’ So I don’t really have to think about that, and I can be proud to be myself and represent this team that is so unique. I feel like they’re backing me, and I can back them.”
Ettlin hopes that the NWSL can take a page from the Cherry Bombs’ book. She appreciates the league’s 2022 CBA’s policies that introduced protections for parents. “You’re seeing younger players be able to take time away, have kids, start their family, and then come back,” she said, referencing Thorns like Sophia Wilson and Bella Bixby.
“I think it’s forward movement. It’s a start.” she said. “I do still think that the [NWSL] should embrace sponsorships and things like that with Planned Parenthood, because I think that’s incredibly important. I’m not entirely sure that I would have been able to make it through my twenties without Planned Parenthood, and I know that there’s a lot of younger and younger fans of all of these leagues. Leaning into that would be, I think, beneficial, especially if our administration keeps going the way that it’s going.”
Reproductive health isn’t only important for the folks cheering on the Cherry Bombs — athletes have to take care of their reproductive health, too. “There’s no female sports without a team full of women, and these are the kinds of things that women have to deal with,” Quinn said.
For White, sexual education, menopause, differences in women’s health outcomes across race — “every woman on that pitch, it’s impacting. It is part of your life. A third or a quarter of the month, it is impacting your life, and we’re also supposed to pretend it doesn’t bother us. And that’s frustrating to me, as somebody who had to go and get assistance multiple times on that front.”
Being a professional or pre-professional athlete is a job, and White has had their own experiences with reproductive health interfering with their ability to work. “Someone I trusted raped me, which led to an unwanted pregnancy. I needed help with medical support and an abortion. As life continued, my periods — which started out quite heavy and painful — got increasingly more debilitating, to the point I could not control the pain and nausea with [over-the-counter] meds. I would use all my PTO just to survive my periods,” she said. “That’s not cool.”
But being an athlete isn’t just any job — it is explicitly physical work. “You’ve got these phenomenal athletes who also are of reproductive age and they want to be moms, or may not want to be moms — and that’s okay — but still have to deal with the period every month while they’re competing in this incredibly intense way,” Kennedy said. “There’s so many aspects of being able to access comprehensive reproductive healthcare that is really important for all people, including our semi-professional and professional athletes.
In 2022, Utah Royals and Japanese national team midfielder Narumi Miura, who played for the Washington Spirit at the time, wrote an essay in Japanese about her own experiences struggling with her menstrual health. With the help of Spirit goalkeeper Kaylie Collins, she translated it into English last year. “I hope the topic of menstrual health among female athletes will be more deeply understood by everyone — regardless of gender — and that we can create an environment where all athletes can play freely without any physical struggles,” she wrote. “Beyond being an athlete, I’m also a woman. Things like pregnancy and childbirth are deeply connected to our life plans. I truly hope there will be more open spaces where we can talk about these things honestly and comfortably.”
“Our players are here for such an accelerated season. The majority of them are college players. We have six weeks and our season is done,” Schmidt said. “Yes, there are a lot of league requirements for player safety and standards — things like that. But in terms of reproductive health, I’m not aware of anything [in the players’ contracts]. It’s just kind of tough when you’re signing a player on for less than two months. But we definitely have other healthcare that we’re offering to players and trainers and things like that, if needed, for sure.”
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Planned Parenthood can step into that gap. “Oftentimes, athletes, just like a lot of women out there, don’t have a healthcare provider they can go to that they can trust to get good information from to be able to take care of themselves, and that’s what we want to do at PPCW,” said Kennedy.
That work has been jeopardized by the Trump administration. “With the full throttle abdication of the federal government to thinking about women’s health, now is a time for local communities to step up and really meet the moment,” Boykoff said. “Maybe that lends a little bit more gravitas to what we’re seeing right now, whether we’re talking about the Cherry Bombs or just other efforts in Oregon and elsewhere to fill the gap that the federal government’s abdication has left for us.”
PPCW is working to fill in that gap. Kennedy explained that because of HR 1, Planned Parenthood stopped being able to bill Medicaid on July 4, 2025. “The two Planned Parenthood affiliates in Oregon serve about 100,000 visits a year. Seventy percent of those use Medicaid,” she said.
PPCW decided to “draw a line in the sand and continue to see patients. And so for many months, we actually saw patients for free and delivered many million dollars worth of care to low income folks just getting basic healthcare from us,” she explained. “And then, thankfully we worked with Oregon state legislators and the governor, and we actually just passed a bill that requires Oregon to backfill those lost Medicaid dollars for as long as we are defunded federally, which means that we can continue to serve low income people from around the two states and get paid for that care.
“My affiliate in Oregon, what we do, we do more than any other healthcare provider in the state. So when you think about cervical cancer screening, we do more pap smears, we do more STI screening and treatment, more contraception visits, more early pregnancy assessments than any other healthcare provider, and we’re keeping people out of the hospitals, keeping them safer. We’re preventing cancer. And so it’s just really important that Planned Parenthood across the country, including the Pacific Northwest, is able to continue to provide those services, because the healthcare system in general will just get a lot more expensive without Planned Parenthood providing all this preventative care.”
The political attacks that have caused these difficulties have translated to Planned Parenthood affiliates across the country being the targets of political violence. That was a consideration for the Cherry Bombs as they considered the partnership with PPCW. Ultimately, Schmidt said, “Planned Parenthood is well equipped with how to handle those types of situations. They deal with them all the time, and they have been a great partner in that way.”
Any possible fears about that are far from the energy the Cherry Bombs, Pickles, and Bangers will be bringing to their games. Of the Pickles, Schmidt said, “You come to our games, and it is a unique entertainment experience. It’s a party that’s happening with baseball on the side.”
Ettlin has been to a Pickles game. “I went with a bunch of people I go to Thorns games with. We brought chairs. There was a tattoo van — one of my friends went and got a Pickles tattoo there. You’ve got the beer bats that are there as well, so my friends got beer bats, and it was just a summer hangout at a park that happened to have baseball,” she said. “It was really fun.”
The Bangers, a men’s soccer team that is part of USL League Two, embark on their second season this year. Boykoff went to a Bangers game last year, and was reminded of ‘90s Portland. “There was no Internet, and it was super quirky, and it was also really affordable — the city — and just kind of really embracing the weirdness part of it in the best way. And I felt that at the Bangers,” he said. “…The Bangers mascot cozied up to me — this large sausage thing. I was like, ‘What is going on here? This is so wacky!’ It just sat next to me for a while and watched the game.”
Ettlin is hopeful that the Cherry Bombs will keep up the wacky vibes. “With the events that I’ve gone to that involve the Cherry Bombs [like the launch event], it seems like they’re kind of up on that same having fun, a little bit chaotic type atmosphere, which I’m perfectly fine with, because I’m the chaos-bringer for Thorns games, so I’m happy to have somebody else do it,” she said.
Portland might be becoming the nation’s biggest women’s sports hotbed, with the WNBA’s Fire in their first year and Athletes Unlimited Softball League bringing the Cascade to town. For the Cherry Bombs, the increased options are not feared as competition. “More women’s sports is always going to be a good thing,” Schmidt said. And for anyone who’s not yet on the women’s sports train, the Planned Parenthood kits are a great introduction.
A lot of Quinn’s friends aren’t sports people. “They didn’t really go to many of my games in college,” she said. “But now that I’m on a team that has really cool merch, they’re like, ‘Wait, I love soccer.’ ‘Wait, this is the coolest thing ever.’ ‘Wait, you have to get me something.’ And they’ve bought stuff. My whole family has bought so much. It’s really exciting for people that might not be the biggest sports fans, because the aesthetic is just so cool and bold. … It’s bringing together a lot of different groups of people into sport, which is awesome.”
Kennedy is already seeing crossover from the partnership. “It makes me smile when I see comments like, ‘I love Planned Parenthood, and I didn’t really know much about soccer, but now I’m gonna follow a lot of Cherry Bombs, because I love Planned Parenthood.’ And then the reverse is true too, where people are diehard, super early Cherry Bombs fans, and they’re like, ‘Oh, wow, Planned Parenthood. They do more cancer screenings than any other provider in Oregon. Cool. Maybe I’ll go get my pap smear with them, or go get birth control from them.’”
Of course, not every Planned Parenthood patient or supporter will become a Cherry Bombs fan. “A lot of times, patients are really just focused on meeting their own basic needs. Because not exclusively, but a huge majority of our patients are low income,” Kennedy said. “And so when you’re working multiple jobs and you’re trying to put food on the table and you’re worried about your kids and you’re just trying to get healthcare, you may not be as tuned into, you know, cool soccer jerseys. And that’s okay.”
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But for those who want to try it out, the Cherry Bombs have a lower barrier to entry than Timbers and Thorns games. “The prices for the Timbers tickets and Thorns, to a certain degree too, are pretty expensive now,” Boykoff said. “I started as a [Timbers] season ticket holder back when they started, and tickets have gone about three times to what they were back then. So this is an alternative option, where you can maybe sidestep some of the corporate — how would I say this in a nice way? — corporate veneer that is lacquered on top of the Timbers experience, and have a much more local kind of experience.”
Ettlin is excited to bring some of her not-so-sporty friends to Cherry Bombs games, which will take place in their neighborhood. “I feel like Cherry Bombs are going to be a little bit more accessible to somebody like my friends that aren’t, like me, at every single home match for Timbers and Thorns and are a little bit insane when it comes to stuff like that,” she said. “…It’s just gonna be a nice day to hang out at the park and show them something that I’ve been passionate about for years now.”
The season hasn’t even started yet, but the kits are already popular. Schmidt says she saw people wearing Cherry Bombs jerseys at the Thorns game on April 29, and Ettlin said she saw folks wearing them at a watch party for the International Women’s Sports Film Festival that was in Portland May 1-3.
“The response has been more than I imagined, and more than anything that we had with the Bangers — again, the Bangers came in, and it was awesome and so well received, and we can’t wait for this summer, and our fans will be around — but Cherry Bombs, I think, has taken on a little bit of a more of a life of its own,” Schmidt said. “Riding the wave of women’s sports right now is part of it, but I think the fact that we’re making a statement with who we are and who we’re going to be from the very jump, and you’re on board or you’re not, but either way, we’re going to be the Cherry Bombs.”
“We haven’t even played a game yet, and there’s so much energy building. I think that’s pretty sick,” said Quinn.
The Cherry Bombs and Bangers will play at Lents Park this year — the same public park where the Pickles play. “It’s rented out to the community year-round, and during the summer we lease it. Literally everything — between the merch tents and the concessions and the grills and the beer trailers and the bars, absolutely everything — is brought in, set up, and then taken down at the end of the season,” Schmidt said.
In the future, Schmidt said, “I want to be able to create a home at the new stadium that we’re at in Lents Park. Southeast Portland has given so much to our teams already, so being able to give back to that community and invest in the public parks that we’re playing in and get new turf, get permanent lights, get more bathrooms for the people that will be using it for the 10 months out of the year that we’re not there.”
These things require that the teams’ business continues to thrive. “We’re always going to be looking at the bottom line and how we can continue to grow our brands. Part of the goals that we have — I mean, new turf is not cheap. Permanent lights are not cheap,” Schmidt said. “These things that we want to bring to our community do require funds, and if we’re able to create those by creating a wonderful atmosphere for our fans and a great space for our players, great merch, quality items that people can feel proud of wearing, I think that’s a win-win.
“That being said, everything we do, every decision that we make, is in the best interest of our fans and our community. I think they both go hand-in-hand: the more our community is supporting us, the more we’ll be able to support them in turn.”
