Cleveland Sirens Unveil Official Name and Branding as WNBA Returns to Northeast Ohio

The Women’s National Basketball Association is officially heading back to the shores of Lake Erie, armed with a sharp, bold, and fearless identity.

At a high-energy unveiling event hosted at Rocket Arena in downtown Cleveland, franchise officials, civic leaders, and former players gathered to introduce the Cleveland Sirens—the official name and branding for the WNBA’s 16th expansion franchise. Scheduled to tip off in the summer of 2028, the team represents both a triumphant return of professional women’s basketball to Northeast Ohio and a forward-looking vision for the league’s modern era.

The unveiling marks a major milestone for Rock Entertainment Group, led by Cleveland Cavaliers owner Dan Gilbert, which secured the expansion franchise after paying a landmark $250 million expansion fee. For a city that served as one of the original homes of the WNBA during the league’s inaugural 1997 season, the announcement brought equal parts nostalgia and modern reinvention.

Crafting an Identity: Three Core Priorities

When leadership began the process of naming Cleveland’s new team, they set three non-negotiable criteria to guide the creative direction:

1. An Independent Identity: The team needed to stand entirely on its own merits, completely distinct from the NBA’s Cavaliers.

2. A Direct Tie to Lake Erie: The brand had to pay homage to the natural power, pull, and geographic anchor of Northeast Ohio.

3. A Progressive Spirit: Fans demanded a forward-thinking, unapologetic, and modern concept that reflected the evolving landscape of women’s professional sports.

The resulting identity—the Cleveland Sirens—aligns directly with those goals. Drawing inspiration from mythology, maritime history, and the overwhelming sonic presence of Lake Erie, the Sirens identity embodies magnetic energy and unyielding strength.

“We really wanted something that people could rally behind—a real character,” said Grant Gilbert, Vice President of Business and Basketball Operations for Rock Entertainment Group. “The potential of the name is endless. Beyond the logos, the siren brand extends so authentically into the community, matchday atmosphere, and overall culture.”

Design Details: A Nod to the Lake and Cleveland Pride

The official visual logo and wordmark feature intricate details designed specifically for local fans:

• The Primary Logo: Displays a stylized Siren character positioned beneath the central wordmark, serving as an authoritative figurehead for the franchise.

• Hidden Local Easter Eggs: The stylized “S” in the primary wordmark cleverly conceals the letters “CLE”, embedding the city’s shorthand directly into the team’s visual centerpiece.

• Color Palette: The primary colors consist of two distinct shades of blue—a deep abyssal blue symbolizing the depth and power of Lake Erie, accompanied by a vibrant accent blue that pays tribute to the color story of Cleveland’s original WNBA franchise, the Rockers.

The overarching mantra accompanying the launch is “Hear the Call,” a call-to-action inviting basketball fans across Ohio and beyond to rally around the team prior to its 2028 court debut.

Honoring History: Bridging the Gap from the Rockers Era

Cleveland’s history with the WNBA dates back to the league’s birth in 1997, when the Cleveland Rockers took the floor as one of eight founding franchises. The Rockers built a passionate fan base over seven seasons before folding in 2003 when then-owner Gordon Gund elected not to continue operating the franchise and no local buyer emerged.

Tuesday’s celebration made a point of honoring that legacy rather than replacing it. Former Rockers stars, including Janice Braxton—who played for Cleveland from 1997 to 1999—were in attendance as honored guests. Braxton narrated the franchise’s official launch video, bridging twenty years of Cleveland women’s basketball history.

Allison Howard, President of Business Operations for the Sirens, shared that team leadership hosted former Rockers players for dinner prior to the public announcement to give them an exclusive first look at the name and video.

“They were overwhelming in their support and clapped several different times,” Howard recalled. “To have their blessing means everything to us as we build the next chapter.”

Surging Fan Demand and Ticket Momentum

Even without a team name or confirmed court design over the past year, Cleveland basketball enthusiasts signalled massive demand for the WNBA’s return. Franchise officials revealed that the team has already received over 9,000 season ticket deposits from eager fans across the region.

With the official name and brand now public, that figure is expected to accelerate significantly as fan club memberships and seat selections open at Rocket Arena.

Market research conducted by Rock Entertainment Group highlights that the Sirens fan base represents a brand-new demographic of sports consumers in the region:

• Expanded Geographic Reach: Ticket deposits have originated from across all 88 counties in Ohio, as well as surrounding states like Pennsylvania, Michigan, and Indiana.

• Distinct Consumer Habits: WNBA fans in Cleveland arrive at games earlier, engage with digital content at higher rates, and purchase customized merchandise differently than traditional NBA audiences.

• Independent Brand Appeal: The team is deliberately positioned as an independent entity alongside the Cavaliers, holding its own distinct voice and community initiatives.

“This team can exist very much on the independent side of the Cavaliers,” Howard emphasized. “The demographic is totally different. They eat different food, they drink different drinks, they get here earlier, and they purchase merchandise differently.”

Corporate Backing and Community Infrastructure

The business foundation surrounding the Cleveland Sirens is already among the strongest for an expansion property in women’s sports history. The team has secured three major founding corporate partners to support operations leading into 2028:

• KeyBank: Named the Official Bank Partner and presenting sponsor for the team’s season ticket membership program.

• Progressive Insurance: Serving as the Official Insurance Partner and acquiring sole jersey patch rights for the Sirens’ game-day uniforms.

• Cleveland Clinic: Signed as the Official Healthcare Partner and sports medicine provider, ensuring world-class training and medical facilities for incoming athletes.

Additionally, the franchise has already completed 28 unique community activations across Northeast Ohio aimed at expanding youth basketball access, empowering young girls, and renovating local public courts.

The Road to 2028

With the name, logos, and corporate partnerships firmly established, the Cleveland Sirens organization now turns its focus toward building out basketball operations. Over the next two years, the front office will recruit executive leadership, hire coaching staff, and prepare for the WNBA Expansion Draft.

The team will share Rocket Arena with the Cavaliers and AHL’s Cleveland Monsters, while utilizing state-of-the-art training facilities currently under development in downtown Cleveland.

As WNBA viewership and attendance continue to reach unprecedented heights nationwide, the Cleveland Sirens stand ready to prove that Northeast Ohio remains one of the premier basketball capitals in the world. When tip-off finally arrives in 2028, fans in Cleveland won’t just be watching history—they’ll be answering the call.