The WNBA's 13 franchises are collectively worth $5.55 billion according to Sportico's latest valuation, with the Golden State Valkyries leading at $850 million before playing a single game. The same week, the National Women's Soccer League awarded its 18th franchise to Columbus for $205 million—$40 million more than Atlanta paid five months ago and the highest expansion fee in NWSL history. The Haslam family, which owns the NFL's Cleveland Browns and MLS's Columbus Crew, is leading the ownership group. The two data points arrive within 72 hours of each other, and together they mark a valuation regime change in women's team sports.
The WNBA's average franchise value now sits at $427 million, up from roughly $85 million in 2020. Golden State's $850 million tag reflects a 10x gain in four years, despite the league's aggregate revenue hovering near $200 million annually. The Valkyries paid a reported $50 million expansion fee in 2023; their paper value has increased 17x before tip-off. The gap between revenue and valuation is not a warning—it is the asset class. Buyers are paying for optionality: media-rights growth, younger audiences, and the structural arbitrage of acquiring a scarce asset in a category where new supply cannot easily be created.
The NWSL's $205 million Columbus fee is the sharpest signal yet. Atlanta's expansion price was $165 million in November 2024. Boston paid $110 million in 2023. The league is adding franchises faster than it is adding broadcast dollars, yet the bid-ask spread tightens every cycle. Columbus will join the league in 2026, giving the Haslams two years to secure a stadium, hire a technical director, and lock down a shirt sponsor before the first whistle. The NWSL's current media deal with CBS, ESPN, and Prime Video runs through 2027 and pays roughly $60 million annually across the league. That means Columbus is paying 3.4x the league's annual media revenue for the right to own 5.6% of the competition. The math works if you believe the next media cycle will triple. Several family offices and PE shops do.
The Valkyries' $850 million valuation is partly location—San Francisco metro, Chase Center adjacency, Warriors infrastructure—but it is also narrative control. The team has not played a game, yet it is already the most valuable franchise in the league, ahead of the New York Liberty and Los Angeles Sparks. Sportico's model weights forward revenue potential, ownership synergies, and market demographics. Golden State checks all three. The Warriors' ownership group, led by Joe Lacob, has poured capital into player facilities, practice courts, and integrated ticketing. The Valkyries will share those systems. The franchise becomes a bundled asset: $850 million buys not just a roster slot but access to a $7 billion NBA operation's back office, sponsorship rolodex, and luxury-suite client list.
The NWSL and WNBA are not comparable leagues—different sports, different talent pools, different media footprints—but they are now comparable asset classes. Both are growing faster than their underlying economics suggest they should. Both are attracting ownership groups that treat franchises as long-duration call options on cultural momentum. The Columbus group includes the Haslams, but also local real-estate operators and Crew minority stakeholders who know the market and know how to sell luxury boxes in a city that already supports MLS, NHL, and Big Ten football. The franchise will play at a yet-to-be-determined venue; the Crew's new stadium is likely, pending lease terms. The club will need a general manager, a head coach, and a dozen players by late 2025. Those hires will be watched.
The NWSL's media rights come up for renewal in 2027. The league is currently negotiating early extensions. If Columbus, Atlanta, Boston, and the Bay Area's version of an NWSL team materialize—San Francisco remains in play for a separate franchise—then the league will have four new franchises in top-20 markets since 2023. That density matters to broadcasters. The WNBA's next media deal begins in 2026 and is expected to land near $200 million annually, up from $60 million today. If that multiple holds, the NWSL's next contract could approach $180 million per year, or 3x the current number. Franchise buyers are pricing in that outcome. The risk is that the rights market softens, cord-cutting accelerates, or the leagues overproduce supply. The Columbus fee assumes none of those happen.
Golden State's first game is May 2025. Columbus kicks off in spring 2026. By then, both leagues will have fresh valuation comps, new broadcast deals, or the first signs that the bid price has outrun the fundamentals. For now, the market is saying women's team sports franchises are worth 4-5x revenue, regardless of which women's team sport. That multiple is higher than most European soccer clubs and comparable to mid-tier NBA franchises. The difference is scarcity: there are 30 NBA teams and hundreds of soccer clubs. There are 13 WNBA teams and, soon, 18 NWSL clubs. The Haslams just paid $205 million for 5.6% of one of them.
The takeaway
Women's sports franchises now trade at **4-5x** revenue multiples, with expansion fees rising **24%** in five months as buyers price in **3x** media-rights growth by 2027.
nwslwnbavaluationsexpansion feeswomen's sportsmedia rights
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