Exhibit Number One: Washington DC's great hangout, with the inspired name of "Nellie's". Outside on the wall is the dare: "Are You Nellie Enough?" to hang out and eat bad bar food, drink beer pitchers and watch baseball? The results are overwhelming: Nellie's has become one of the most popular hangouts in the city. A lot has to do with the burgeoning sports league phenomenon:

In addition to providing the bar with a stable of regulars, gay sports teams play a crucial role in the bar's marketing strategy. Schantz sponsors at least four dozen teams, from ping-pong players to soccer clubs to an entire 16-team gay football league. These teams constitute his primary form of advertising: every uniform has a Nellie's logo, ensuring that the bar's brand is a constant sight in DC's gay neighborhoods.

"I don't do print ads," he says. "I sponsor teams."

Some bring in straight and gay patrons, but it can be hard to tell the difference at times: