Haslam Sports Group paid $205 million to secure the NWSL's 18th franchise in Columbus, a figure that resets the league's expansion floor and arrives five months before the current media deal expires. The franchise begins play in 2026 at Historic Crew Stadium, the venue Dee and Jimmy Haslam already control through their MLS operation.
The $205 million check is $35 million more than Boston and Denver paid combined when they entered this season at $85 million apiece. Columbus marks the Haslams' third professional franchise after the NFL's Cleveland Browns and MLS's Columbus Crew, a portfolio depth that smooths permitting, sponsorship cross-sell, and shared back-office overhead. The NWSL now has 18 teams committed through 2026, with commissioner Jessica Berman stating publicly the league will pause expansion after hitting 20 clubs.
The fee's magnitude matters less for what it funds today than what it establishes for tomorrow. The NWSL's media rights expire in October, and negotiators walk into those conversations with a $205 million data point that implies team valuations north of $250 million when accounting for enterprise discounts. Boston and Denver's debut season drew an average of 9,200 and 8,100 fans respectively through their first ten home dates, figures that outpaced six legacy franchises and gave broadcasters proof that new markets can scale faster than early adopters. Columbus already owns infrastructure, a downtown site plan approved in 2023, and a sponsor pipeline that feeds both the Crew and the Browns' northern Ohio territory.
The Haslams' ownership structure is worth noting. Dee Haslam will chair the Columbus NWSL club, the same role she holds with the Browns, while Jimmy Haslam remains the principal owner across all three properties. The division of labor mirrors their Cleveland setup, where Dee has led community engagement and hiring for front-office diversity mandates while Jimmy handles stadium debt and media strategy. The NWSL requires at least one woman in a senior operating role; the Haslams clear that threshold by default.
Two follow-on effects arrive quickly. First, the $205 million benchmark pulls forward valuations for clubs exploring sale processes. Angel City FC and San Diego Wave were rumored to be fielding secondary-market interest at $180 million to $200 million enterprise values; those conversations now start at $225 million. Second, the league's 20-team target means two expansion slots remain, and bidders in Cleveland, Cincinnati, and Nashville know the entry price sits above $200 million before stadium costs. Nashville's ownership group has already spent $12 million on site acquisition; they are building to a number they now see clearly.
Historic Crew Stadium seats 19,500 after a 2021 renovation that cost $110 million, split between the Haslam group and the city. The NWSL club will play there until a dedicated facility opens in the downtown Astor Park district, a site currently zoned for 12,000 seats with expandability to 15,000. Construction has not begun, and the timeline estimates 2028 for completion, meaning the franchise operates as a tenant of its own MLS sibling for at least two seasons.
Watch for the NWSL's media announcement, expected between June and August. Columbus gives the league a top-35 DMA it can package with Boston (top-10) and Denver (top-20) to show footprint growth. Watch also for the two remaining expansion slots to close before the end of 2025, likely at fees above $210 million each. The Haslams' hire for Columbus president is expected within 60 days; the Crew's general counsel and CFO have been handling diligence since January.
The $205 million is committed, but the franchise's success will depend on whether Historic Crew Stadium can hold 12,000 average attendance for two seasons while a permanent home rises downtown. Boston and Denver proved new markets can deliver; Columbus now has to prove that shared infrastructure accelerates rather than dilutes focus.
The takeaway
Columbus's **$205M** fee resets NWSL valuations ahead of media talks and leaves two expansion slots priced above **$210M** each.
nwslexpansionhaslam sports groupcolumbusteam valuationmedia rights
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