success than Nguyen herself. “I opened the Bra thinking it was something that was wanted and saw, even before we unlocked the door, that it was something we needed,” she says. But who is “we?” The Sports Bra is not a strictly lesbian or gay bar, although Nguyen is quick to acknowledge the importance of LGBTQ+ safe spaces, especially as they continue to disappear throughout the United States. While she reports that it “seemed like every queer person in Portland came through the doors when we first opened,” Nguyen envisions the Bra as something bigger: “A place for everybody to feel safe, heard and represented. Sports fans, nonsports fans, families with kids, families with no kids—no matter how you identify—come on in. Just no haters.” That’s a pretty big pool, and Nguyen is ready to dive in. When asked what’s next for the Bra, she answers, “World domination would be ideal.” A joke, for sure, but she is getting ready with trademarks and service marks in place, more collaborations set up, and a growing merchandise line. And don’t be surprised if (when?) new Sports Bra locations show up in other cities. “We would love to expand,” Nguyen says, “but we want to do it sustainably and in a way that pushes the agenda of women’s sports forward.” Pushing that agenda forward is something Nguyen cannot do alone. Her bar is an unqualified success, and she is constantly fielding calls from other entrepreneurs looking to start a similar business. But right now, only 15% of female athletes are given airtime, appearing on a combination of broadcast and cable television, streaming services, and online access. That is barely enough to fill the Sports Bra’s five screens every day. If there are no women’s sports to show, the screen is blank. Still, Nguyen believes change is coming. “In 2023 alone, every day was a record-breaking day for something in women’s sports — viewership, ticket sales, merch sales, game attendance or salaries. How quickly networks make the shift to showing more women’s and girls’ sports is to be determined, but if it does not scale, there will be billions of dollars left on a table somewhere. The trajectory is a space rocket.” The numbers bear her out. Front Office Sports reports that WNBA midseason viewership was up 46% on ESPN platforms last year. The expansion of legalized sports betting promises to add more fuel. “Sports betting and women’s sports are two of the biggest areas of growth in the sports industry, and we’re only scratching the surface for both in the U.S.,” WNBA chief growth officer Colie Edison told Front Office Sports in an article. “Betting and viewership [feed] each other.” Even with this billion-dollar rocket within reach, Nguyen remains firmly grounded in her original idea. Designs will morph to suit their surroundings. A St. Louis, Los Angeles or Las Vegas Sports Bra should look different than the original Portland location. But not much else should change. “At its heart, soul, and core, the Bra has a mission to serve the community and push the agenda of women’s sports. I would rather not expand if any of that is lost in translation.” “At its heart, soul, and core, the Bra has a mission to serve the community and push the agenda of women’s sports. I would rather not expand if any of that is lost in translation.” JENNY NGUYEN, OWNER OF THE SPORTS BRA JASON E. KAPLAN A crowd gathers to watch women’s college basketball on an early evening. 22
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