Cleveland Sirens: WNBA Expansion Team Name Reveal and Branding Strategy

The WNBA's next expansion team officially has a name: the Cleveland Sirens. The reveal came Tuesday, August 4, 2026, with a name inspired by "Lake Erie's power and pull." The announcement was accompanied by an "epic reveal video" and the tagline "Hear the Call."

Cleveland Sirens: A New Era for WNBA in Cleveland

The branding decision wasn't made lightly. President of business operations Allison Howard told The Athletic's Sabreena Merchant that the design of the siren logo is "moving forward" and "progressive." She explained the intent: "That was also intentional because we believe the WNBA is moving forward, we believe women's sports is moving forward, and we believe Northeast Ohio is moving forward."

The primary logo features a siren—a mythical creature from Greek mythology known for luring sailors with its voice—cradling a basketball while swimming in Lake Erie. It's a visual that ties directly to the region's identity and the team's forward-looking ethos.

A deliberate break from the Rockers

Cleveland's original WNBA franchise, the Rockers, launched with the league in 1997 but folded after the 2003 season. Many wondered whether the new ownership group would revive that name. Instead, the Sirens represent a clear departure—a nod to the past with a promise of something new. The team acknowledged the Rockers by saying the Sirens are playing "a different song… a louder one."

Owner Dan Gilbert's decision to start fresh may have been influenced by trademark issues or simply a desire to move beyond a franchise that didn't last long or achieve much to be fondly remembered. The Portland Fire, another original WNBA team, were reborn when the league returned to Rose City, but with entirely new branding—a precedent that Cleveland appears to be following.

Standing out in a growing league

The unique moniker should help Cleveland stand out within the WNBA. The Golden State Valkyries have had significant success leaning into their name, and the Sirens seem poised to do the same. The name's Greek mythology roots and its connection to Lake Erie give it a distinct identity that resonates locally.

Local coverage has emphasized the name's potential to "lift all of Northeast Ohio." The announcement generated excitement, with the Beacon Journal highlighting the team's return as a moment of regional pride.

Cleveland will make its return to the court in 2028. That gives the organization time to build its brand, secure a roster, and prepare for what promises to be a significant addition to the WNBA's expanding footprint.

For fans of the league, the Sirens represent more than just a new team—they're a symbol of the WNBA's continued growth and the increasing momentum of women's sports. As Howard noted, the design is intentional: the siren is moving forward, and so is everything she represents.

The Cleveland Sirens are here, and they're ready to make some noise.