Portland-based entrepreneur and women’s sports enthusiast Jenny Nguyen is taking her hit Sports Bra concept national.
Nguyen announced this week that Portland’s first and only bar and restaurant dedicated to women’s sports is expanding to four additional cities, with franchises in Boston, Indianapolis, St. Louis, and Las Vegas.
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Dozens of women’s sports bars are opening in the US as interest grows exponentially
The Sports Bra in Portland started the latest trend in America’s bar scene.
“The first four franchises of The Sports Bra will join our OG Portland location to become the ‘Starting Five,’” Nguyen says. “Together, we’re serving fans nationwide who are hungry for spaces that not only champion women’s sports, but create a community where everyone feels like they belong. There is no better moment than this to open these places.”
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Nguyen opened the Sports Bra in Portland three years ago and found success right out of the gate. Just one year in, The Bra, as it’s commonly known among Nguyen’s legion of fans, had pulled in over seven figures in revenue.
Nguyen credited supporters’ small loans, a great idea (hatched in a parking lot), and a drive to “fake it till you make it” for the Bra’s popularity.
In 2024, Nguyen joined with the 776 Foundation for a novel scheme to franchise her business. In October 2024, the brand officially launched its franchise website and invited potential franchisees to join.
Each of the cities announced on Tuesday have a strong presence in women’s sports and large fan bases to support them.
Las Vegas is home to the WNBA’s Las Vegas Aces and the Women’s National Football Conference’s Las Vegas Silver Stars. St. Louis hosts the Women’s Football Alliance’s St. Louis Slam. The Professional Women’s Hockey League’s Boston Fleet calls Beantown home, along with the Women’s Soccer League’s Boston Legacy FC (set to begin play in the 2026 season), and Indianapolis has the WNBA’s Indiana
Data from Barbarian and the GIST show that the momentum for women’s sports is growing. Revenue generated by women’s sports was projected to reach $2.35 billion in 2024. That’s a 300% increase in revenue growth in women’s sports since 2022. Media coverage of women’s sports has increased 275% over the past five years.
Each franchise will be locally owned and operated, with Nguyen’s Portland flagship providing the menu.
“We know from experience that traditional sports bar fare isn’t for everyone. That’s why we offer thoughtfully prepared dishes for every dietary need, including vegan, vegetarian, gluten-free, and dairy-free menu options,” Nguyen says.
Like the OG Bra, franchisees will support women-owned breweries, distilleries, farms, and artisanal food businesses and spotlight local producers in their own region.
Added Nguyen: “The Sports Bra is more than just a place to watch the game—it’s a movement. Our team spoke with hundreds of interested people about opening a franchise location, and we’ve met some incredible people along the way. These owner/operators are capable, enthusiastic, and deeply committed to The Bra’s mission. We continue to support them as they locate the perfect spaces for their own Bras, and we can’t wait to celebrate with them when it’s time to open their doors!”
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