On Feb. 28, 2024 Portland Timbers cut ties with their sponsor DeBella, after DaBella’s CEO, Donnie McMillan Jr., was accused of sexual harassment. This came shortly after the teams’ previous sponsor, Alaska Airlines, announced that they were not going to be renewing their partnership. Alaska Airlines also served as the sponsor for the Portland Thorns..
With the swift change in sponsors, the Timbers have been left sponsorless, but how did this happen?
Alaska Airlines sponsorship for the Timbers began in 2011, with a contract extension made in 2018. It was announced by both the team and the airline that they’d come to a mutual agreement not to renew their contract when it expired at the end of the 2023 season. Alaska Airlines served as the team’s sponsor for 13 seasons, featured on the team’s kits and served as their official airline. While the Timbers and Alaska Airlines no longer have a partnership, the company will continue to serve as the official airline for the team.
So why did Alaska Airlines and the Timbers choose to end their long-term and seemingly healthy partnership?
Neither the soccer team or the airline directly stated the cause of termination, but inferences were made to the findings of the Yate’s investigation surrounding the National Women’s Soccer League (NWSL) and a previous Portland Thorns coach, Paul Reily.
Reily was the coach for the Portland Thorns from 2013 to 2015 when he was fired for allegations of abuse and sexual harassment towards players. Yet the reason for his departure from the team was not disclosed to the public, and Reily continued to coach professional women’s soccer, with the NWSL’s knowledge of what he’d done until 2021 when the allegations were exposed.
Early Oct. 2022 the findings of the Yates Investigation were released, showing the failings of the NWSL, and management of both Portland Timbers/Thorns Football Clubs (PTFC )teams. The report showed that Timbers owner – and Thorns owner at the time – Merritt Paulson knew of Riley’s abuses as early as 2014, yet did nothing to act upon the knowledge.
The Thorn’s executive at the time, Gavin Wilkinson, blamed the player who had accused Riley of putting him in a bad situation. According to a 2022 Oregonian Article, “The investigation revealed that Paulson and Wilkinson not only enabled but also vouched for Riley.”
Paulson’s connection to the investigation, while not explicitly stated, most likely scared off Alaska Airlines from extending their contact again. “As we stated following the release of the Yates report, we are deeply concerned about its findings,” Alaska Airlines said. “Our foremost priority is to support players through actions that push for a safe, respectful, and transparent culture at the Portland Timbers and Thorns FCs.” The airline took immediate steps to donate sponsorship funds to the NWSL Players’ Association, “Support the Players Emergency Trust.”
The Timbers were left sponsorless at the end of the 2023 season and faced multiple rejections before signing with DeBella, a home improvement and contractor company. Yet compared to the size and revenue of Alaska Airlines, DeBella is a relatively smaller company. Several connect the damage to the Timber’s reputation and their inability to sign another big company.
The Timbers began their season by signing their new sponsor on Feb. 24 — clearly visible both in Providence Park and on the players’ jerseys. Yet by the second home game, held on March 2, all signs of DeBella’s presence had disappeared.
Concerns surrounding DeBella began early, starting in Nov. of 2023.
DeBella’s CEO, Donnie McMillian Jr., was accused of sexual harassment on several accounts from female employees for making unwanted advances. On Feb. 23, a court filing from a former DeBella employee claimed that the company never finished paying him after he was fired. This brought light to the accusations made against McMillian. The Timbers were unaware of the allegations against DeBella until The Oregonian began reporting on it.
“The Timbers and a third-party firm conducted a thorough pre-deal vetting process, and the club did not learn of the filing until Feb. 27.” the Timbers communication team said on Feb 28. The following day DeBella’s partnership with the Timbers was officially terminated.
The Timbers hope to find a new kit sponsor soon and are currently taking applications, yet it is uncertain how long the process will take with the teams’ reputation still in the healing stages. Until the Timbers find a new kit sponsor, the team will continue to play in sponsorless jerseys.
