And for the world of women’s sports, that untapped possibility looks endless. Men’s sports, of course, are big business, making gobs of money for owners, players, broadcast networks, merchandisers and more. Women’s sports, not so much. Quantifying the value of a concept as big as “sports” is tricky, but focusing in on one sport — say professional basketball—lays out the common thread. In 2022, according to the World Sports Network, the NBA generated $10 billion in revenue compared to just $60 million for the WNBA. This disparity drove Nguyen from the start. Her idea was born in 2018 after she and some friends visited a traditional sports bar to watch the NCAA women’s basketball championship game. After pleading with the bartender to switch one screen to the broadcast, the group watched a nail-biter of a contest in the corner on a tiny television with no sound. The unfairness of the experience stuck with Nguyen. While musing about creating a welcoming space that centered women’s sports, the jokey name popped into her head. For years she and her friends kept the bit alive, laughing about the Sports Bra until Nguyen was ready to make it happen. The idea, while novel, was not too far a stretch for Nguyen. As the executive chef for Bon Appétit Management Company — a restaurant management company that provides cafe services and catering to colleges and other large institutions — she knew her way around a commercial kitchen. But overseeing the food-service operations for Reed College is one thing; running an untested concept bar is another. The idea was so unique that when writing her business plan the question, “Who is your competition?” stumped Nguyen. “I wrote one sentence and it was: ‘The only competition is the status quo,’” she revealed during a CNBC’s Make It virtual event. Two years in and the Sports Bra is kicking the status quo’s butt. From the frenzy of that initial Kickstarter campaign — the original ask for $48,000 was soundly crushed by over $105,000 worth of pledges—to a line out the door on opening day, the Bra punches far above its weight. Portland Thorns fans pack the place on game days, but volleyball, softball and basketball games also draw people in. The Bra has become such a destination that they offer to store luggage for out-ofstate fans stopping in on their way from or to the airport. “The demand to watch women’s sports has always been there,” insists Asia Wisecarver, general manager of the Oregon Ravens, a competitive member of the Women’s National Football Conference. “The Sports Bra gives exposure to the content that’s out there. It’s hard to capture what that means to women in our community and beyond. The Sports Bra is a small place with huge energy. And the dream is not yet fully realized.” Nguyen confirms that the scrappy little 40-seat venue pulled in $944,000 in its first eight months of operation and continues steadily on that trajectory today. Ten percent of those earnings come from merchandise, an impressive number considering the Bra’s tiny merch display tucked into a back corner. (The Sports Bra also offer merchandise for sale on its website; sales are split evenly between the site and the brick-and-mortar location, Nguyen’s press representative confirms.) Brands, organizations, leagues and professional teams have noticed, rushing to support and work with the Sports Bra. Nguyen reports collaborating or doing events with the WNBA, Athletes Unlimited, Strava and Nike. “The Sports Bra’s success is a true testament to what is possible when women’s sports are a top priority in your business model,” said Women’s Sports Foundation CEO Danette Leighton in an emailed statement. “We applaud Jenny Nguyen, for recognizing that girls and women in sport deserve equal and equitable airtime, and it is our hope that her unwavering commitment continues to inspire others, showing them that investing and showcasing women’s sports is indeed smart business!” Yet no one seems more surprised by that “The Sports Bra gives exposure to the content that’s out there. It’s hard to capture what that means to women in our community and beyond. The Sports Bra is a small place with huge energy. And the dream is not yet fully realized.” ASIA WISECARVER, GENERAL MANAGER OF THE OREGON RAVENS, A COMPETITIVE MEMBER OF THE WOMEN’S NATIONAL FOOTBALL CONFERENCE Jenny Nguyen, the founder and owner of Northeast Portland’s the Sports Bra 21
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