CHICAGO — A few years ago, Josh Pehlke recalls having to plead with bars and restaurants to showcase WNBA games, often receiving outright refusals. However, the landscape has shifted significantly since then.
As the general manager at Signature Bar & Restaurant located in Chicago’s South Loop, which is conveniently close to the Chicago Sky’s home court at Wintrust Arena, Pehlke has some influence over what games are aired. Yet even outside of work, he’s been noticing a substantial increase in the visibility of women’s basketball. “I’ve attended Cubs games this season and stepped into sports bars in Wrigleyville only to find the WNBA games playing on TV—something that was almost nonexistent two or three years ago,” Pehlke shared.
The current WNBA season has seen record-breaking attendance and viewership, culminating in a finals showdown between the New York Liberty, who are chasing their first championship, and the Minnesota Lynx, aiming for their fifth title. The best-of-five series began Thursday with the Lynx coming back to win against the Liberty in overtime.
From standout college rivals Caitlin Clark and Angel Reese transitioning to the professional level, to Simone Biles adding to her medal count at the Olympics, and even the staggering turnout of 92,003 fans at a Nebraska volleyball game, interest in women’s sports is on the rise.
In response, sports bars and restaurants are recalibrating their marketing strategies and menus to attract a broader customer base. Though concrete statistics are still lacking, many establishments have reported an uptick in demand for women’s sports broadcasts. Recently, specialized venues such as The Sports Bra in Portland have emerged, catering exclusively to female sports enthusiasts.
Fans now have plenty of options to enjoy a meal while catching a game away from home. “We are witnessing small groups of women coming to watch sports live,” said Brian Wright, CEO of Bar Louie. “Men are also increasingly asking for women’s sports. It reflects a notable shift in how these games are perceived. It used to be rare to see a group of men requesting a WNBA game, but that’s now commonplace.”
Bar Louie operates establishments across 21 states, with up to 20 televisions per venue. While Wright admits there’s no specific formula for how many TVs are designated for different sports, he’s confident that there’s been an increase in female clientele. Games featuring Clark or Reese notably boosted the business by about 10% during the last two NCAA tournaments.
At Twin Peaks, a restaurant chain featuring 16 satellites and 75 TVs in most locations, the demographics have historically leaned male, with about 80% of patrons being men, according to CEO Joe Hummel. Nevertheless, he notes that the gender divide is closing.
“Five years ago, promoting women’s March Madness was not part of our advertising strategy,” Hummel said. The establishment reviews their broadcast schedule daily to decide how many TVs will showcase each game, adjusting to trends and customer preferences on the fly. Hummel explains that amid this flexibility, it’s challenging to keep track of specific viewing requests.
“Tracking that would be complicated,” he remarked, emphasizing that operators must prioritize guest relations over statistics. This customer-oriented focus appears effective; customers are increasingly discussing women’s sports topics, as noted by Nicole Bond, the associate director of marketing strategy at Mintel Comperemedia. Her research indicates that 71% of people anticipate growing interest in women’s sports. Bond, who also works as a bartender at Bernie’s Tap & Grill in Wrigley Field, observes this cultural shift firsthand.
“Men are engaging more with women’s athletics,” Bond noted, pointing out how conversations about the WNBA or NWSL now seem commonplace in bars. “It’s reminiscent of discussions you’d hear when friends gather for a pivotal Stanley Cup game.”
Having become a WNBA fan about ten years ago, Pehlke began following the Sky after they signed Chicago native Candace Parker prior to their championship season in 2021. A devoted Lakers fan during his youth in northern Wisconsin, he often attends Sky games at Wintrust Arena, and even collects WNBA trading cards.
Signature, which was launched by former Bears player Israel Idonije, opened its doors in January. Boasting 13 televisions with 10 focused on the WNBA during a late regular-season Friday, Pehlke shared that interest in the league has surged. He noted a marked increase in requests for WNBA games during the playoffs and is optimistic about the potential for business growth.
“The demand during these playoffs has been exceptional,” Pehlke declared, expressing joy that interest wasn’t limited to just a single team but spread across all games.