Haslam Sports Group paid $205 million to secure Columbus as the National Women's Soccer League's 18th team, league sources confirmed Tuesday. The expansion fee is the highest in NWSL history and marks a 3x increase over the $70 million Atlanta paid in late 2023.
The Columbus franchise, announced at ScottsMiracle-Gro Field on Tuesday, will begin play in 2026 and share Lower.com Field with the MLS Columbus Crew. The Haslams—who own the NFL's Cleveland Browns and Columbus Crew—are adding the NWSL team to a portfolio that already includes two stadiums, three practice facilities, and broadcast infrastructure across Ohio. The deal closed five weeks after Boston and Denver became the league's 15th and 16th teams, and five months after Atlanta's expansion was announced.
The $205M fee tells you three things. First, NWSL scarcity is real. The league is targeting 20 teams by 2026, meaning only two slots remain after Columbus. Second, stadium operators who already control venue economics and local media relationships can afford to pay premiums. The Haslams avoid lease negotiations, facility buildouts, and the operational learning curve that stalled Utah Royals' 2023 relaunch. Third, the valuation floor for existing clubs just reset. Angel City FC raised $250M in equity last year; Columbus suggests a baseline franchise value above $200M before accounting for operating history or playoff revenue.
For sponsors, Columbus matters because the Haslams bring cross-sport inventory bundling. A regional bank can now buy sideline signage at Crew matches, Browns games, and NWSL broadcasts under one negotiation. That's the pitch Angel City used to land Doordash and Google; Columbus adds NFL reach. Apparel partners should note: the Crew switched from Adidas to Nike in 2023, and the NWSL signed a $240M Nike league-wide deal last year. Columbus inherits the kit contract but gets to negotiate local retail splits once the team begins play.
Watch the stadium capacity decision. Lower.com Field seats 20,011 for MLS. NWSL clubs averaged 11,250 attendance in 2024, but Portland, Seattle, and Kansas City all drew north of 15,000 per match. The Haslams can curtain the upper deck or open the full bowl for marquee fixtures; that flexibility matters when negotiating local broadcast windows. Also watch the general manager hire. The Crew promoted Issa Tall to president of soccer operations last year; if he gets dual oversight of the NWSL team, Columbus becomes the first club with unified MLS-NWSL scouting and a shared academy pipeline.
Denver paid $110M in December. Boston's fee wasn't disclosed but league sources placed it near $100M. Columbus just moved the market $95M higher in four months.
The next two expansion awards—likely announced before the 2025 NWSL Championship—will test whether $205M is the new floor or whether the Haslams overpaid for portfolio fit. Either way, the league's 17th team is now worth nine figures before it signs a player.
The takeaway
**$205M** Columbus expansion fee resets NWSL franchise valuations and signals stadium-operator buyers can pay premiums for portfolio fit.
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