Caitlin Clark and Iowa’s win over LSU alone drew viewership of 12.3 million, exceeding every game of the World Series and the Stanley Cup Finals, the average audience of Amazon’s NFL Thursday Night Football and all but one game of both the 2023 NBA Finals and this year’s men’s March Madness. That’s a boon to the bars showing women’s sports—but also to the brands that want in.
“It is mutually beneficial for getting people to come to your bar and showing these games and to team up with us and help promote it,” Capriles said. “There’s a demand, and I don’t know that people caught on, but I think they’re catching on now for sure, and this has helped give a nudge in that direction.”
A game plan for growth
Even bars that own their space have needed help meeting March Madness demand.
Former chef Jenny Nguyen opened The Sports Bra in Portland, Ore., almost two years ago. At the time, it was the only bar in the United States dedicated to women’s sports. The 50-seat establishment has since been a clue in The New York Times crossword puzzle and hosted sitting U.S. senators, WNBA and NWSL executives, and brands including Clif, Buick, Focus Features and several others whose messaging aligns with the bar’s mission.
This past weekend, with Portland hosting Sweet 16 and Elite 8 matchups, The Sports Bra needed a little extra space and teamed with Togethxr and Aflac for viewing parties at Spirit of 77—that sports bar can hold more than 400 fans. The events featured segments from WNBA players and The Syd + TP Show hosts Sydney Colson and Theresa Plaisance—as well as meet-and-greets with Diana Taurasi, Nneka Ogwumike, Elena Delle Donne and Aliyah Boston—in a space replete with Aflac-blue basketballs and plush duck mascots.
At several points on each game day, the line waiting to get into the watch parties snaked out the door and down the block.
