The NWSL convened its inaugural advisory board Tuesday, seating Basketball Hall of Famer Grant Hill alongside a roster of minority stakeholders as the league awarded Columbus its 18th franchise for $205 million—$40 million more than Atlanta paid in October.
Hill, a minority owner in Orlando Pride through his investment vehicle Hill Ventures, attended the closed-door session in New York alongside representatives from private equity, media, and consumer brands holding stakes across the league's 18 clubs. The advisory board was announced internally in December but held its first formal meeting to coincide with the Columbus expansion announcement. Haslam Sports Group, which owns MLS's Columbus Crew and the NFL's Cleveland Browns, fronts the Columbus bid and will begin play in 2028.
The board's composition signals a shift in league governance mechanics. NWSL commissioner Jessica Berman structured the panel to capture input from investors who entered the league through club-level minority deals rather than direct league equity. Hill's Pride stake came through a $35 million Series A round in 2023 led by Sixth Street and Cascade Investment. He sits courtside at Exploria Stadium, texts with players, and moves product—Orlando's kit sales jumped 22% quarter-over-quarter after Hill wore the away jersey to a Pistons-Magic game in January. That visibility matters: the Pride are one of four NWSL clubs still negotiating local broadcast renewals before the 2026 season, and Hill's NBA Rolodex opens doors with regional sports networks that legacy women's soccer contacts do not.
The $205 million Columbus price reflects compressed expansion timelines and rising sponsor appetite. Atlanta's $165 million fee in October set a floor; Columbus raised it by 24% in five months without adding incremental media inventory. The difference is corporate demand. Columbus secured $18 million in founding-partner commitments before the bid closed, including a front-of-kit deal with Nationwide Insurance worth $3.2 million annually through 2033. Atlanta raised $12 million in comparable sponsor categories over a nine-month window. The Haslams bring NFL-caliber sponsorship infrastructure—Cleveland's stadium naming rights alone generate $6 million per year—and NWSL clubs are pricing deals accordingly.
The advisory board's near-term focus is less strategic than operational. Members will weigh in on schedule optimization for clubs sharing MLS facilities, international window protocols, and playoff format expansion ahead of the 2027 season, when the league hits 19 teams. Cincinnati's bid is expected to close by June, with play commencing in 2027. The NWSL is not soliciting formal bids beyond Cincinnati but is fielding inbound interest from ownership groups in Phoenix, Charlotte, and a second Bay Area franchise. League sources say a 20-team structure by 2029 is the working ceiling, though no formal cap exists.
Hill's board seat also positions him for deeper involvement as Orlando explores stadium development. The Pride currently play at Exploria, a 25,500-seat MLS venue owned by the city, but Hill and co-investor Willow Bay have discussed a 12,000-seat soccer-specific facility adjacent to the Orlando Magic's downtown practice complex. Hill owns a minority stake in the Magic and maintains close ties with team president Alex Martins, who has quietly advised on venue financing models. No site has been selected, but a term sheet for land acquisition is expected by September.
The Columbus expansion and Hill's advisory role arrive as the NWSL negotiates its next media deal. The current four-year contract with CBS, ESPN, and Prime Video expires after the 2027 season and pays the league roughly $60 million annually. Early conversations with Amazon and Apple suggest rights could triple, but only if the league adds inventory. A 20-team playoff expansion would deliver an additional 12 matches per postseason, and advisory board members are expected to model revenue scenarios for formats ranging from eight to twelve playoff qualifiers.
Watch for Cincinnati's official expansion announcement by mid-June, Orlando's stadium site selection by September, and the first advisory board recommendation on playoff structure by October. Hill is scheduled to attend the NWSL championship in November, where he'll sit with Cascade managing director Michael Larson and discuss follow-on Pride investment. The next franchise fee will price accordingly.
The takeaway
Hill's advisory seat formalizes investor input as NWSL expansion fees jump **24%** in five months and media rights talks enter inventory-building phase.
nwslexpansiongrant hillgovernancefranchise valuationorlando pride
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