By Deborah Alarcon
On a fall Saturday afternoon in Baltimore, Liv’s Tavern in Federal Hill was packed with Ravens fans and clusters of Penn State alumni gathered around glowing screens. Nearly every TV showcased college football, NFL highlights, or men’s basketball.
But there was one glaring exception: women’s sports.
Across the country, women’s sports are breaking ratings records and expanding into new markets. Inside most Baltimore bars, however, women’s games remain largely absent, even as fan interest grows. Sports economists and marketing analysts say the disconnect reflects long-standing business practices and assumptions about which audiences reliably fill bar seats, as well as a sports-bar culture that has historically catered to men.
Emily Carter, a UMBC student and women’s basketball fan, said she often finds it difficult to watch women’s games in public spaces.
“I always see bars showcasing men’s sports, but rarely find places to watch women’s sports,” Carter said. “Sometimes, if I’m lucky and the bar is not busy, I can request a game to be played on an extra screen, but that doesn’t happen often.”
She added that sports bars often feel unwelcoming because they cater almost exclusively to men’s interests.
“Sports media is male-dominated, and that carries over into sports bars,” she said. “My friends and I want to go out and watch a women’s college basketball game, but we usually stay home because we know it’s just going to be men’s sports.”
Women’s sports are experiencing historic growth. The 2023 NCAA Women’s Basketball Championship drew more than 10 million viewers, and ended up being one of the most watched basketball broadcasts of the year. WNBA ratings continue to climb, merchandise sales are rising, and athletes like Angel Reese (Chicago Sky) and Caitlin Clark (Indiana Fever) dominate social media conversations.
That momentum becomes especially visible during the Olympic Games, which often serve as a rare exception to the everyday exclusion of women’s sports. During the Olympics, female athletes such as Eileen Gu and Lindsey Vonn are treated as global stars, with their events promoted heavily and broadcast in prime time. Industry observers note that the Games create a recurring, every-two-year window in which women’s sports receive sustained attention, mainstream visibility, and cultural legitimacy, conditions that largely disappear once the Olympic spotlight fades.
But despite this national surge in popularity, Baltimore fans say finding a bar that actually shows women’s games is nearly impossible.
At Liv’s Tavern, a popular Federal Hill bar known for hosting college alumni groups, host Jayfree Portillo confirmed that women’s sports are not part of the bar’s regular programming.
“We mostly show men’s sports… because that’s what brings people in,” Portillo said. “It gets more customers, especially when the Penn State Alumni Association comes in. Usually people only come for men’s games. Unless it’s slow and someone specifically requests a women’s game, we might put it on a TV where there aren’t other customers watching.”
For bars, consistency is everything. Alumni groups spend money, stay for hours, and pack the bar. Women’s sports despite rising viewership have not been incorporated into that business model.
Liv’s Tavern is not unique. Across Baltimore, bars typically stick to men’s sports because they believe it guarantees a crowd. Women’s games often require extra effort to find, and some bartenders don’t know what channel they’re on.
As a result, many fans are left without public spaces to watch the teams they follow.
Some bars, however, say they are willing to show women’s games when customers ask.
Max’s Taphouse in Fells Point confirmed that women’s sporting events are part of its programming.
“We don’t deliberately put on sports events just because of gender…We put on what the customers want to watch no matter the gender of the sports team,” said Jason Scheerer, general manager at Max’s Taphouse.
Scheerer’s response highlights a reality in Baltimore’s bar scene: visibility for women’s sports often depends on customers requesting it.
From a sports business standpoint, overlooking women’s sports could be costing bars potential customers. Marketing firms like Maroon PR, which work with professional sports teams across Maryland, note that increased visibility drives fan engagement, which in turn boosts revenue through food and beverage sales, merchandise, and sponsorships. Sports marketing analysts say women’s sports have emerged as one of the fastest-growing categories in the industry, fueled by rising viewership and digital engagement.
Sports marketing analysts say bars that consistently broadcast women’s games could attract a broader customer base, including local female athletes and their families, women alumni groups, college students and younger fans who already follow WNBA and NCAA women’s basketball online.
In Portland, The Sports Bra, a bar dedicated exclusively to women’s sports, became a national sensation after opening in 2022. According to The New York Times, the bar generated about $1 million in revenue during its first year, with merchandise selling out and lines wrapping around the block, challenging assumptions that women’s sports cannot attract consistent crowds.
Cities such as Seattle and Minneapolis have also hosted women’s sports watch nights that draw steady attendance.
Industry observers and sports marketing analysts say Baltimore, with a strong sports culture, student population, and diverse fan base, could support bars that consistently air women’s sports if owners were willing to experiment. Bars like Liv’s Tavern are not intentionally excluding women’s sports; they are following a business formula that has worked for decades to prioritize men’s football, men’s basketball and events that reliably fill seats.
But sports culture is changing. Women’s sports continue to grow, and fans like Carter are looking for spaces where they feel represented. Local athletes want visibility, and bars are searching for new ways to stand out in a competitive hospitality market.
“Absolutely. I would feel more comfortable, and like I can belong in that space,” Carter said. “I’d love to be able to go to a bar by myself and watch a women’s game, but staying home feels like the safer option.”
‘Business of Sports’ is a series produced as a senior capstone project by the Loyola University Maryland Department of Communications and Media, under the supervision of April Newton
