How Women's Sports Bars Are Bringing Fans and Brands to March Madness

An Aflac Sweet 16 and Elite 8 partnership with The Sports Bra in Portland and media firm Togethxr accompanied soaring ESPN basketball viewership

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The Caitlin Clark effect is getting an assist from bars committed to women’s sports as March Madness hustles into Final Four weekend. But reaching this point meant overcoming long odds.

A year ago, hospitality veterans Claudia Capriles and Alexandra Murray had just finished raising funds for their pop-up bar Athena Keke’s. Named after their cat and dubbed “a queer bar for women’s sports,” Athena Keke’s hosted its first Final Four at a pop-up event in a small room in the back of a bar on Manhattan’s Lower East Side with the bar’s owners, their friends and one small television at low volume.



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