A groundbreaking sports bar in Portland, Oregon, is redefining the way women’s sports are viewed and celebrated. The Sports Bra, founded by Jenny Nguyen in 2022, has quickly gained popularity by exclusively broadcasting women’s sporting events—an idea that has resonated with a diverse and loyal crowd. The bar made an immediate impact from its opening weekend, drawing a line that stretched four blocks, signaling both local excitement and a broader cultural shift.
Nguyen, 45, designed The Sports Bra to be a space where women’s sports would not be relegated to the smallest screen in the corner. Instead, every TV showcases female athletes, and the atmosphere is full of genuine enthusiasm. Her vision was grounded in a hope that even a single young girl could walk in, see women celebrated in sport, and feel empowered.
The bar’s inclusive and celebratory environment stands in stark contrast to traditional sports bars, where women’s games often receive minimal attention. Regular patron Christi Smith-Ryan described it as a place that makes women’s sports truly accessible. Her wife Nicole noted that at typical venues, few people show interest in women’s games, making The Sports Bra a welcome exception.
Interest in women’s sports is growing rapidly. A 2024 survey conducted across the US, Canada, Australia, and parts of Europe found that 73 percent of respondents now watch women’s sports at least a few times a year. Importantly, over half of these viewers only began tuning in within the past three years, suggesting a cultural shift in how female athletes are perceived and supported.
Nguyen emphasized that gender equality and the success of women’s sports are interlinked. With more women in leadership and decision-making roles, there could be greater investment in advertising and broadcasting for female athletics.
Despite the progress, challenges remain. Female athletes still face significant inequalities, from pay disparity to online abuse. A World Athletics study reported that 87 percent of online harassment during the Tokyo 2021 Olympics targeted women. Additionally, none of the world’s 100 highest-paid athletes in 2024 were women.
Still, the momentum is undeniable. NBC News projects that the number of women’s sports-focused bars in the US will quadruple by the end of this year. For Nguyen and her supporters, this is just the beginning of a broader movement toward visibility, respect, and equity for women in sport.
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