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Columbus's $205M fee—triple Atlanta's five months ago—reprices NWSL franchises as major-league assets and sets the floor for the next two bids.
$205 million
for the rights to operate Columbus as the NWSL's…
683%
increase over the
$2 million
Utah paid in 2017
$70 million
fee paid five months ago
Haslam Sports Group paid $205 million for the rights to operate Columbus as the NWSL's 18th franchise, beginning play in 2028. The expansion fee is the highest in league history and marks a 683% increase over the $2 million Utah paid in 2017.
The announcement Tuesday at ScottsMiracle-Gro Field follows Atlanta's $70 million fee paid five months ago. Boston and Denver, the league's 15th and 16th teams, began play five weeks ago at undisclosed valuations understood to be in the $35-55 million range based on private placements circulated in 2023. Columbus is the fourth expansion award this year, though the only one pushed to 2028 rather than 2026 or 2027, suggesting infrastructure timing rather than ownership readiness.
The Haslam portfolio includes the Cleveland Browns, Columbus Crew MLS, and a minority stake in the Milwaukee Bucks. Jimmy Haslam bought the Crew in 2018 for $150 million after blocking an Austin relocation; MLS now values that asset at $680 million in its most recent equity round. The NWSL fee structure suggests Columbus is underwriting women's soccer with MLS-derived credibility. The league declined to confirm whether the Haslams are majority owners or leading a consortium. No other investors were named Tuesday.
The math matters for franchise sellers and corporate allocators. Atlanta's $70 million established a floor; Columbus pushed the ceiling to triple that within a single fiscal year. The $205 million figure implies NWSL franchises are now priced as major-league assets, not MLS-equivalent plays. For context, MLS expansion fees sat at $200 million in 2019 when Miami and Nashville entered; Austin paid $325 million in 2021. The NWSL is pricing itself in that corridor six years after average attendance was 6,024 per match. Average attendance this season is 11,250, and the league projects 13,000-plus by 2026 based on Boston and Denver onboarding.
Sponsors watching women's sports media-rights deals will note the timing. CBS and ESPN committed $240 million over four years in 2023, a 40x increase from the prior contract. The NWSL championship final drew 2.3 million viewers on CBS in November, the league's largest non-World Cup audience. Columbus sits inside the Cleveland-Columbus-Cincinnati corridor, the nation's sixth-largest college football market, which means outdoor advertising inventory and regional sports network leverage the Haslams already control.
The Crew's Lower.com Field seats 20,011; NWSL teams typically draw 8,000-14,000 at launch, meaning Columbus could share or build. Atlanta is constructing an 8,500-seat facility in suburban Alpharetta for $60 million. Boston plays at 11,000-seat White Stadium, a city-owned venue under renovation. If Columbus builds new, construction timelines explain the 2028 start rather than capital constraints.
What to watch: NWSL announces its 19th and 20th expansion franchises by mid-2025, with Philadelphia, San Francisco, and Cincinnati all in formal bid processes. Those fees will either confirm or reject $205 million as the new baseline. Separately, the Haslams will name a team president within sixty days, and that hire telegraphs whether they import MLS infrastructure or build standalone. Kit manufacturer and naming-rights deals typically close 18-24 months before kickoff, so expect announcements by late 2026.
Columbus is the NWSL's first expansion announcement since the league restructured its board in September to require institutional investors hold at least 33% of any ownership group. The Haslams qualify; whether they're joined by pension capital or family offices becomes public when Ohio corporate filings post in 30-45 days.
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