The National Women's Soccer League awarded Columbus, Ohio its 16th franchise to Haslam Sports Group for $205 million, the highest expansion fee in league history and a 64% premium over the $125 million Boston paid in September 2023. Play begins in 2028.
Haslam Sports Group—controlled by the family that owns the NFL's Cleveland Browns and a stake in the Milwaukee Bucks—submitted the winning bid in a process that attracted 12 formal proposals across eight markets, per league sources. The Columbus group includes local real estate principals and several corporate sponsors already aligned with the city's Major League Soccer franchise, the Crew. The fee structure is cash upfront, no earnout provisions. The league did not disclose revenue-sharing terms tied to the expansion payment, but prior deals earmarked portions to player compensation pools and facility development funds.
The number matters because it resets the floor for the league's remaining expansion conversations. Commissioner Jessica Berman has signaled a cap at 16 teams through 2026, but the Columbus figure—combined with Boston's prior mark—establishes a baseline for any future slot. Teams that joined in 2021 and 2022 paid between $2 million and $5 million. The velocity is unusual: the league has added seven franchises since January 2021, and total franchise valuation has compounded at a rate that exceeds MLB expansion economics over a comparable window. For context, MLB's Tampa Bay Rays paid $130 million in 1995 dollars; adjusting for inflation, that's roughly $263 million today, but the Rays entered a league with 75 years of top-line media rights and stadium infrastructure. The NWSL is nine years old.
The Haslam family brings institutional sponsorship infrastructure and real estate optionality. Jimmy Haslam controls Pilot Flying J, a truck-stop chain with $38 billion in annual revenue, and the family's sports portfolio already includes co-ownership of the Bucks alongside Marc Lasry and Wes Edens. The Browns connection provides embedded relationships with Fanatics, Nike, and Bose—sponsors that either already activate in NWSL or are sizing women's sports allocations. The Columbus Crew's downtown stadium, Lower.com Field, opened in 2021 with a $314 million construction cost and a design that accommodates NWSL dimensions. The NWSL franchise will likely share the venue under a lease arrangement still under negotiation, per two people familiar with the deal structure. Sharing eliminates the $150 million to $200 million capital requirement that has delayed other expansion bids.
The timing intersects with the league's media rights negotiation. Current deals with CBS, ESPN, and Amazon expire after the 2027 season, and the league is already in preliminary conversations with incumbent partners and new entrants. Two media buyers note that Columbus adds a top-25 market without cannibalizing existing team territories, a cleaner sell than overlapping coastal bids. The city's metro population is 2.2 million, and Ohio State's campus sits 10 minutes from the stadium, delivering a built-in demo that skews younger and female—the audience segment streaming platforms are actively pricing. One buyer pegged the Columbus addition as worth $8 million to $12 million annually in incremental rights value, assuming the team launches before the next cycle closes.
The league's valuation velocity creates tension with player compensation. The NWSL Players Association is negotiating a new collective bargaining agreement, and the union has cited expansion fees as evidence of surplus capital that should flow to salary floors and minimum roster standards. The current median salary is $48,000, per NWSLPA disclosures, and the union is pushing for a $75,000 floor by 2026. The Columbus fee—split across existing ownership—delivers roughly $13.7 million per team, pre-tax. Whether that surplus accelerates CBA talks or hardens ownership positions depends on how much of the Columbus payment was earmarked for league-wide initiatives versus distributed equity returns. The union's public position is that expansion economics prove the league's commercial viability; ownership's private position is that fees fund infrastructure gaps that predate profitability.
Watch the GM hire. Haslam Sports Group has 90 days to name a general manager, per league bylaws, and the market expects a senior executive from an MLS, NBA, or WNBA front office. Two names circulating among agents: a current MLS assistant GM with Ohio ties and a WNBA front-office executive who has worked on two expansion builds. The hire signals whether the group treats this as a portfolio asset or a signature project.
The league's 16th slot is now off the table. The 12 losing bids included groups in Cleveland, Detroit, Nashville, and Charlotte—markets that will either wait for relocation opportunities or pivot to second-division leagues launching in 2025 and 2026. The expansion door is closed, but the trade window just got more expensive.
The takeaway
**$205 million** Columbus fee resets NWSL franchise valuation floor, adds top-25 market ahead of 2028 media rights negotiation.
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