There’s a small bar nestled on an unassuming stretch of Portland’s Northeast Broadway that’s become a home for me and an unexpected goldmine for its owner, Jenny Nguyen. Funded by a Kickstarter, The Sports Bra exclusively shows women’s sports, and it made the news last month when Reddit co-founder Alexis Ohanian—husband to Serena Williams—announced he was backing a vision to expand the concept nationally and potentially internationally.
A Home for Inclusivity and Community
Ohanian knows what he’s doing: The Sports Bra is a major success, a bustling, thriving venue regularly filled with sports fans and members of Portland’s queer community. It’s an inclusive space for people like me—Nguyen is a lesbian, for one thing, but women’s sports has also been historically welcoming to the LGBTQ+ community, while many of its best-known ambassadors are openly gay.
As a sports fan, a former competitive soccer player, and a member of the LGBTQ+ community, this matters to me. I’m the CEO of a marketing company, but I recently launched the Lesbian Culture Club precisely because I’m interested in inclusive spaces where people can champion their peers and connect over shared values and interests. The Sports Bra is my kinda place.
It’s more than just a space for watching sports: it’s a celebration of the intersection of culture, athletic excellence, and LGBTQ+. Relationships among players in women’s leagues, such as the WNBA and NWSL, reflect a community where teammates and opponents are also part of each other’s social and romantic circles. This dynamic -- unique to women’s sports -- creates a strong sense of camaraderie where the success of one athlete is celebrated as a win for all.
And the audience for women’s sports is growing. Earlier this year, one basketball game attracted 14.2 million viewers, setting a record for the most-viewed women's basketball game and drawing the largest audience for an ESPN basketball broadcast. That milestone isn't just a win for women's basketball; it's a testament to the growing appeal and marketability of women's sports overall. Such viewership underscores the vast, often untapped market potential that awaits brands and investors.
The Business Potential of Women’s Sports
Ohanian’s move to franchise The Sports Bra shows a shift is underway: His investment is poised to create hundreds of brand-new spaces that elevate women's sports and potentially alter how women's sports are perceived and marketed.
That all this has its origin story in Portland, Oregon, is no accident: This is a city that ardently supports the Portland Thorns, one of the most successful and decorated women’s soccer teams in the U.S. The Thorns consistently sell out stadiums and break attendance records, yet finding detailed information about the team online was challenging until last month when they launched their own dedicated website. Previously, visitors were redirected to a page dominated by the men's team, the Timbers (https://www.timbers.com/thornsfc/). This is similar to how women's sports often receive less prime-time broadcasting slots, such as the WNBA, which frequently has games scheduled in less favorable time slots compared to the NBA. It’s a sharp example of how women's sports, despite their successes, often remain in the shadow of the men's game—literally just a tab away, yet worlds apart in recognition and resources.
Ohanian knows that the success stories around the national soccer team, Catlin Clark, or the Portland Thorns aren't just narratives of sports triumphs but also untapped marketing goldmines. Brands like Nike have seen significant boosts in their bottom line by aligning with women athletes, especially during global events like the Women’s World Cup. These partnerships not only enhance brand image—who doesn’t want to get behind a brand that supports team spirit, chutzpah, and dazzling talent?—but also resonate with diverse audiences, particularly women and families, who are key demographic groups for many products and services.
The digital realm for women’s sports is booming. Social media interactions and digital viewership are on a meteoric rise —The Women's Super League (WSL) saw a 268% boost in video views on TikTok in 2023 for a total of 150 million views — offering fertile ground for digital-focused marketing strategies that can drive brand engagement and loyalty. Record-breaking viewership proves that digital platforms are powerful channels for reaching a broader audience—people are watching, and the world is tuned in!
New media and commercial organizations like TOGETHXR, co-founded by top athletes including Alex Morgan and Sue Bird, are leading the charge for a new era. TOGETHXR’s slogan is “Everyone Watches Women’s Sports,” fast becoming a statement of pure fact, and the company advocates for equal rights, coverage, and investment in women’s sports. This brings them in direct alignment with a broader, mainstream push to correct the historic underrepresentation and undervaluation of women athletes in media and sponsorship.
Embrace the Movement and Champion Change
It’s clear: The time is now for brands to step up and invest in women's sports. This burgeoning market promises not only serious returns but also the opportunity to be part of a larger movement toward gender equity in sports. And believe me, you want to be part of this. This audience is growing exponentially even as we incubate a whole new generation of players ready to dominate and double down on women’s sports. Brands that get on board now have the opportunity to show their alignment with the values of equality, resilience, inclusion, and empowerment, which are increasingly important to consumers and are driving substantial growth in this expanding market.
The future of women’s sports is bright, but it requires commitment from fans, brands, and media alike. Change starts with action. Support women’s sports by attending games, buying merchandise, and advocating for televised events at local venues. Every ticket purchased, game watched, and piece of merchandise bought contributes to the movement for equity in sports.
It’s time to celebrate and elevate the athletes who are already changing the world. Join the movement, and let’s all change it together.
