There's no denying that one of the best places to watch any sports game is with a group of friends in a pub. Yet, for many women's sports fans, this was never an option due to a vast majority of places only showcasing men's matches. However, one pub in northeast Portland (USA), seems to have gained international attention as a solution to this dilemma.
The brainchild of its founder, Jenny Nguyen, The Sports Bra is a unique space dedicated solely to celebrating women's sports. Bursting with energy and bustling with activity, the bar has struck a chord with fans, riding the wave of interest in women's sports. Recently, Jillian Hiscock opened a women's sports bar called A Bar of Their Own in Minneapolis and Jen Barnes opened the Rough & Tumble in Seattle in 2022.
Now, just two years after its inception, The Sports Bra has unveiled plans for a nationwide expansion through a franchise model. Interested parties, whether existing business owners or aspiring entrepreneurs, can now apply to establish their own Sports Bra franchise, provided they align with the brand's core values.
One such aspirant is Jackie Reau, CEO of a media and marketing agency in Cincinnati, who envisions bringing The Sports Bra experience to her city. Reflecting on the establishment's impact, Reau remarked, "It's exciting to see it grow and gain such popularity. It's just such a moment right now for women's sports."
The expansion effort has also received a significant boost from a foundation established by Alexis Ohanian, co-founder of Reddit and husband of tennis icon Serena Williams. With hundreds of inquiries pouring in, The Sports Bra's growth trajectory appears unstoppable.
NEW: Alex Ohanian has announced he will help the Sports Bra Bar in Portland expand with new locations across the US.
THIS is what investing in women’s sports looks like! @alexisohanian
pic.twitter.com/sPrlxvFvCs— Women’s Hoops Network (@WomensHoops_USA) April 22, 2024
According to Vogue, in 2023, women's sports accounted for only 15% of media coverage, up from 5% in previous decades. "You need a master’s degree in streaming services to be able to be a women’s sports fan. It’s really frustrating how difficult we make it for people to watch women’s sports. And we’ve had incredible progress,” Barnes said.
The surge in interest in women's sports has been nothing short of extraordinary. The NCAA women's basketball championship game between Iowa and South Carolina drew a record 18.9 million viewers, eclipsing viewership for the men's title match for the first time in history.
A subsequent surge in viewership was witnessed during the WNBA draft, where a record 2.45 million viewers tuned in on average. This surge in interest is not limited to basketball but extends across various sports, as evidenced by the record attendance at events like the 2023 Women's World Cup and a University of Nebraska volleyball game drew more than 92,000 spectators last August.
Amidst this growing fervor for women's sports, establishments like The Sports Bra are redefining the traditional sports bar culture, which has long been dominated by men's sports. Recalling her experiences, founder Nguyen shared with NBC News how she often felt uncomfortable in sports bars, and often met bartenders who refused to change the channel to a women's game: “When I wanted to push back and kind of flip the status quo, that’s when I really started to dig in on how The Sports Bra could matter and change the narrative on sports bars,” Nguyen said.
Oregon's Sports Bra, a pub for women's sports fans, plans national expansion as interest booms https://t.co/3cwck32lRo
— The Associated Press (@AP) April 29, 2024
However, challenges persist, with many women's sports events not receiving adequate coverage and exposure. Tarlan Chahardovali, an assistant professor at the University of South Carolina, emphasized the importance of continuous investment to sustain this momentum and ensure that women's sports receive the recognition they deserve.
“Today’s numbers are hard to ignore, and I think it’s a very exciting time...But it’s a moment that needs to be maintained and sustained, and it needs continuous investment,” Chahardovali said.
As The Sports Bra sets its sights on national expansion, it represents more than just a bar; it's a symbol of a growing movement that celebrates and champions women's sports like never before.
