The expansion of women’s sports continues to establish itself as one of the most significant phenomena in the global sports industry. In this context, the National Women’s Soccer League (NWSL) reaches a new milestone with the arrival of Haslam Sports Group, which joins the league with an unprecedented investment. The awarding of a new franchise in Columbus not only strengthens the competitive growth of the league, but also highlights the increasing interest of major investment groups in professional women’s soccer in the United States.

Behind this move lies a clear strategic vision: women’s football has shifted from being a long-term bet to becoming an immediate asset within the sports business. The entry of the Haslams, with experience in leagues such as the NFL, MLS, and NBA, is no coincidence. It reflects a broader trend in which growing audiences, increased media visibility, and institutional backing are redefining franchise values and the positioning of women’s leagues within the global sports ecosystem.

A record investment redefining the value of the NWSL

Haslam Sports Group will pay a $205 million expansion fee for the new franchise, setting a new record in NWSL history. This figure significantly surpasses the $165 million previously paid by Arthur Blank for the Atlanta franchise, marking a turning point in the economic valuation of teams within the league. More than just a number, it signals the current momentum of women’s football in terms of investment and long-term projection.

The investment group, led by the Haslam family and supported by the Edwards family and insurer Nationwide, has set the team’s debut for the 2028 season. The deal included financial advisory from Inner Circle Sports on behalf of the league, while Sidley Austin acted as legal advisor to the investor group. This level of structuring reflects the growing sophistication and maturity of an industry that continues to evolve rapidly.

Infrastructure, territory, and long-term strategy

The new team will play its home games at ScottsMiracle-Gro Field, home of the Columbus Crew of MLS, also owned by the Haslam group. This decision allows the use of existing infrastructure, while also being complemented by an ambitious development plan that includes building a training facility and upgrading the stadium. The project will receive $50 million in public funding, equally contributed by Franklin County and the city of Columbus.

The choice of Columbus is no coincidence. Ohio represents a market with a strong soccer tradition and a solid fan base, factors that the group itself highlighted as key to its decision. With this addition, Haslam Sports Group expands a sports ecosystem that already includes the Cleveland Browns in the NFL, the Columbus Crew in MLS, and a stake in the Milwaukee Bucks of the NBA, consolidating a multi-sport integration strategy that strengthens its presence across different audiences and markets.