Walk into almost any sports bar in America and the vibe is identical. Neon beer signs. Dozens of screens. Every single one of them is showing men's football, men's basketball, or maybe a random baseball game from three time zones away. If you want to see a women’s game, you usually have to beg the bartender to change one small TV in the corner. Then Jenny Nguyen changed everything. She opened The Sports Bra Portland in April 2022, and honestly, the industry hasn't looked the same since. It wasn't just a business move; it was a reckoning.
Portland is a weird, wonderful place for sports. We love the Trail Blazers, sure, but the city’s heart beats for the Thorns and the Storm. Despite that, Nguyen realized she was tired of watching legendary women’s sports moments on a muted screen with no sound while the rest of the bar yelled at a regular-season NBA game. So, she took her life savings—about $27,000—and a successful Kickstarter campaign that blew past expectations to open a space where women’s sports aren't the "alternative." They are the only thing on the menu.
Beyond the Name: What Makes This Place Tick
You might think a bar dedicated entirely to women’s sports would be a niche, quiet little spot. Nope. It’s loud. It’s packed. The energy when the Portland Thorns are in the playoffs is basically electric. The Sports Bra Portland operates on a simple but radical premise: if you show it, they will come.
What’s wild is how much the "Bra" (as locals call it) had to fight just to get the games on TV. In the beginning, Nguyen found that many streaming packages for bars didn't even prioritize women's collegiate sports or international soccer. She had to navigate a labyrinth of broadcasting rights just to ensure fans could see the content they craved. It’s a bit ridiculous when you think about it. We’re in an era where women's sports viewership is skyrocketing—the 2024 NCAA Women’s Championship pulled in more viewers than the men’s—yet the infrastructure to watch those games in public was practically non-existent until places like this forced the issue.
The decor isn't your typical mahogany-and-brass sports bar aesthetic. It feels like a community hub. There are jerseys from icons like Sue Bird and local legends. But it’s not just about the walls; it’s about the spirit of the place. It’s a "girls to the front" atmosphere that somehow remains inclusive for everyone. You’ll see families with young daughters watching the WNBA alongside old-school fans who have been following women’s soccer since the '99ers.
The Menu Matters Too
Usually, bar food is an afterthought. Grease on a plate. Here, the food actually says something. Nguyen is a chef by trade, so the menu at The Sports Bra Portland reflects her heritage and her standards. You’ve got the "Mom’s Authentic Baby Back Ribs," which are legendary for a reason. They use locally sourced ingredients because Portlanders would riot if they didn't.
- The burgers are solid.
- Vegan options aren't just a sad salad.
- The cocktails are named after women's sports references.
- The "Title IX" drink is a fan favorite for obvious reasons.
It’s about intentionality. Every single beer on tap comes from a women-owned or women-led brewery. When you order a pint, you’re supporting a whole ecosystem of female entrepreneurs. That’s not a gimmick; it’s a business model built on equity. It makes you realize how rarely we actually think about where our money goes when we’re just out for a drink.
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Why Everyone Is Copying the Portland Model
Success breeds imitation, and in this case, that’s a great thing. Since the "Bra" proved that a women’s sports bar could be profitable—extremely profitable, actually—we’ve seen a surge of similar spots popping up across the country.
Rough & Tumble opened in Seattle. I’ve heard about The Watchful Queen and others trying to capture that same lightning in a bottle. Even major networks are starting to take notice. When The Sports Bra Portland started, people questioned if there was enough "content" to fill the screens year-round. That's a hilarious joke now. Between the WNBA, NWSL, PWHL (the new hockey league that’s absolutely crushing it), and collegiate athletics, there’s actually more high-quality women's sports than any one bar can even display.
The financial data backs this up. According to Deloitte, women’s elite sports are expected to generate over $1 billion in global revenue for the first time in 2024. That’s a massive jump. Nguyen didn't just find a "gap in the market." She found a canyon.
Challenges You Don't See on Instagram
Running a bar is hard. Running a bar that breaks every traditional rule of sports broadcasting is harder. One of the biggest hurdles Nguyen faced wasn't just getting people in the door—it was the technical side of "The Bra."
Many cable providers didn't have a "women's sports" tier. To get certain games, you’d have to buy five different packages. Then there’s the "men’s sports" default. Sometimes, the bar would get calls from people confused or even angry that they couldn't watch the NFL there. The policy is firm: if it’s a women’s sport, it’s on. If there’s a massive men’s game, maybe it’s on one screen in the back with no sound, but usually, it's just not the vibe.
This kind of boundary-setting is brave in the hospitality industry where "the customer is always right." At The Sports Bra, the mission is right. If you want to watch the Super Bowl, there are 5,000 other bars in Portland for you. If you want to watch the NWSL Draft with 100 other screaming fans? There’s only one.
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The Cultural Ripple Effect
Think about the kids. Seriously. There’s something deeply impactful about a ten-year-old girl walking into a sports bar and seeing women who look like her being treated like the superstars they are. It changes the internal narrative. It’s not "women playing sports"; it’s just "sports."
Nguyen has often told the story of how she didn't see herself represented in sports media growing up. By creating this physical space, she’s essentially retrofitting the past and building a better future. The bar has hosted everyone from local politicians to icons like Billie Jean King. It’s become a mandatory stop for anyone in the sports world visiting the Pacific Northwest.
The "Bra" Franchise?
The big question everyone asks is: when is it coming to my city? Nguyen has been careful about expansion. She recently partnered with Alexis Ohanian (founder of Reddit and a huge investor in women’s sports) to look at how to scale this concept. They aren't just looking at opening more bars; they're looking at creating a blueprint.
The goal isn't just to have one famous bar in Portland. The goal is to make the "women’s sports bar" a standard category in every major city. It makes sense. The demand is there. The merchandise alone for The Sports Bra Portland is a massive revenue stream—people all over the world wear the shirts because of what they represent.
Realities of the Current Market
Is it all sunshine and high-fives? No. The hospitality industry is brutal. Labor costs are up. Rent in Portland isn't exactly cheap. The bar has to hustle just like any other small business. They host trivia nights, watch parties, and community events to keep the registers ringing during the "off" hours.
But the community support is unlike anything I’ve seen. During the 2023 Women’s World Cup, despite the awkward time zones, people were lining up at 3:00 AM to get a seat. That kind of loyalty is a gold mine. It proves that sports fans aren't just looking for a TV; they're looking for a tribe.
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Actionable Steps for the Inspired Fan
If you're reading this and thinking, "I need this in my town," or "I want to support this movement," here is how you actually do it. It’s more than just buying a t-shirt.
Demand the Game
Next time you’re at your local "regular" sports bar, ask them to put the WNBA or NWSL game on the main screen. If they say they don't have it, ask why. Bars respond to customer requests. If enough people ask, they’ll buy the streaming package.
Invest with Your Feet
Support the establishments that support women. If a bar in your neighborhood makes an effort to show women’s sports, make that your "home" bar. Bring your friends. Buy the nachos.
Follow the Money
Support the sponsors of women’s sports. When brands see a high ROI (Return on Investment) on their NWSL or PWHL sponsorships, they put more money into the broadcast rights. Better broadcasts mean better viewing experiences in bars.
Visit the Source
If you find yourself in Portland, go to 2512 NE Broadway. Get there early. It fills up fast, especially on game days. Don't expect a quiet meal; expect a roar.
The Sports Bra Portland isn't just a place to get a drink. It's a statement that women's sports are valuable, profitable, and worth our collective attention. It’s about time the rest of the world caught up to what Portland already knows.