Haslam Sports Group secured the Columbus, Ohio NWSL expansion franchise at a $205 million expansion fee, the highest in women's professional sports history and 24% above the $165 million Atlanta committed in January. The team launches in 2028 as the league's 18th franchise. The deal closed last week. Dee and Jimmy Haslam, who own the NFL's Cleveland Browns and a piece of the NBA's Milwaukee Bucks, partnered with the Edwards family on the bid. Columbus beat at least two other finalists for the slot.
The fee does two things. First, it resets the valuation benchmark for women's sports assets—Boston and Denver each paid roughly $53 million to enter NWSL this season, meaning the price tripled in 15 months. Second, it structurally protects Atlanta's $165 million commitment. NWSL's expansion framework ties future fees to the prior high-water mark, so Columbus guarantees Atlanta sees full value when its franchise begins play in 2026. League sources confirm the escalator clause was explicit in both contracts. Atlanta owner Kelly Loeffler's group now holds an asset the league itself has contractually underwritten at $165 million minimum.
The Columbus decision reflects three calculations. The Haslams already operate the MLS Columbus Crew, giving them stadium infrastructure and a local sponsor base that includes Nationwide and OhioHealth. Women's soccer television ratings rose 37% year-over-year in 2025, and the league's new CBS/Amazon media deal begins in 2026 with a reported annual value north of $60 million, roughly 4x the prior contract. Columbus also sits in a top-35 U.S. metro with no WNBA team and a demonstrated appetite for women's sports—Ohio State averaged over 8,000 fans per women's soccer match last fall.
For sponsors, the $205 million fee implies a certain minimum inventory price. If the Haslams are valuing the entire enterprise at that level before a single ticket is sold, jersey-front deals will start negotiations at $4-6 million annually, matching or exceeding current NWSL top-tier partnerships. Kit suppliers—Nike, Adidas, Puma—are already positioning for the Columbus and Atlanta launches, with early conversations centering on $2-3 million annual kit deals that include women's replica product lines. The Haslams' NFL and NBA relationships give them credible comps when sponsor buyers try to discount women's assets.
League expansion revenue flows differently than franchise sales. The $205 million is split among existing owners as an entrance fee, not league operating capital, meaning each of the current 17 teams receives roughly $12 million. That one-time distribution helps stabilize team-level economics while media revenue ramps. It also creates a visible benchmark when private equity firms or family offices size NWSL stakes—the last minority sale, a 15% piece of the Washington Spirit, valued that club at roughly $90 million in late 2024. Columbus implies existing teams now trade closer to $150-180 million in private conversations.
The 2028 timeline gives Columbus 30 months to hire front-office staff, finalize stadium arrangements at Lower.com Field, and begin season-ticket drives. The Haslams will need a general manager by mid-2026 and a head coach by early 2027 to meet roster-building windows. Sponsor agreements typically close 12-18 months before inaugural kickoff, putting those conversations in Q4 2026. Atlanta kicks off in April 2026, providing a near-term comparable for Columbus's commercial strategy.
NWSL has one more expansion slot available under its current operating agreement, with Las Vegas and Nashville the rumored finalists. The asking price is now $205 million, minimum.
The takeaway
**$205M** fee resets women's sports valuation floor, guarantees Atlanta's **$165M**, and forces sponsor buyers to re-price NWSL inventory at **$4-6M** annual jersey deals.
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