Haslam Sports Group paid $205 million for the NWSL's 17th franchise in Columbus, the highest expansion fee in women's soccer history and 24% above the $165 million Atlanta agreed to pay five months earlier. The deal, finalized last week with the Edwards family as minority partners, does more than bring another team online in 2026. It guarantees Atlanta's lower fee converts at full value under the league's most-favored-nation pricing clause.
The mechanics matter for owners watching capital flow. Atlanta committed in November at $165 million, but the contract included an escalator: if a subsequent franchise sold for more within twelve months, Atlanta's price adjusts upward to match. Columbus closed before the window expired. The league now books $370 million in expansion revenue from two franchises instead of risking Atlanta renegotiating downward or walking. Boston and Denver, which paid $113 million combined in late 2024, entered under older terms without the clause.
Haslam Sports Group—owners of the Cleveland Browns and the Columbus Crew MLS franchise—structured the NWSL buy through the same holding company that runs Pilot Flying J truck stops. Jimmy Haslam and Dee Haslam will control the Columbus women's team, with the Edwards family taking an undisclosed minority stake. The Edwards family previously explored bids for the Utah Royals and Angel City but stayed on the sidelines when those valuations cleared $100 million. Cincinnati, which holds territorial rights for NWSL expansion under the league's 2023 governance revision, now has 180 days from the Columbus announcement to exercise its option or forfeit exclusivity. The window closes in July. If Cincinnati passes, the league can open bidding to Detroit, Milwaukee, or international markets.
The valuation jump reflects sponsor appetite more than ticket economics. NWSL median attendance in 2024 was 8,100, roughly 40% of MLS, but apparel and media deals are closing faster. Nike renewed its kit contract in December at 3.2x the prior rate, and CBS extended broadcast rights through 2027 at terms the league hasn't disclosed but sponsors describe as "mid-eight figures annually." The Columbus franchise will play at Lower.com Field, the 20,000-seat Crew stadium, avoiding the capital expense of building a women's-specific venue. Shared infrastructure cuts operating costs by an estimated $8 million per year compared to standalone teams like Angel City, which leases BMO Stadium in Los Angeles at rates tied to attendance.
The Haslams' timing also locks them into NWSL's March 2025 collective bargaining negotiation. The players' union is expected to push minimum salaries above $50,000, up from the current $35,000 floor, and expand roster limits from 26 to 30 active players. League sources estimate the new CBA will add $2.3 million in annual payroll costs per team, but the same sources note that sponsor growth is running 18% ahead of payroll inflation. The Haslams declined to name a GM or head coach but confirmed the front office will operate separately from the Crew, with hiring decisions expected before the NWSL draft in January 2026.
Cincinnati's exclusivity window now defines the next franchise decision. The city's ownership group, led by FC Cincinnati majority owner Carl Lindner III, has discussed a women's team since 2022 but hasn't committed capital. If Cincinnati declines, Detroit becomes the favorite—Ford family members have attended NWSL matches in Washington and explored partnership models with the Detroit City FC lower-division men's club. Milwaukee has venue capacity but no confirmed ownership group.
The Columbus fee also resets the floor for any future NWSL sale. Utah Royals sold for $12 million in 2020, then resold in 2023 for a reported $110 million after Real Salt Lake owner David Blitzer took control. Angel City's 2020 formation valued the club at $100 million pre-launch; secondary share transactions in late 2024 implied a $250 million valuation. The Haslams paid $205 million for a team that won't play for 18 months, in a market one-third the size of Los Angeles. That math works if the league's next media deal, negotiated in 2027, clears $100 million annually—double the current arrangement. CBS, ESPN, and Amazon are all expected to bid.
The NWSL now has 16 active teams, with Columbus and the Cincinnati option representing slots 17 and 18. The league has capped expansion at 18 total franchises through 2028, after which the board will revisit. The Haslams will pay the $205 million in tranches: $82 million at signing, $61.5 million in January 2026, and the remainder by first kickoff. The league distributes expansion fees to existing owners as a one-time dividend, separate from annual revenue sharing.
The takeaway
Columbus's $205M fee locked Atlanta into full $165M payout via contract escalator; Cincinnati's 180-day option expires in July.
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