Record Fee Seals Deal for Haslam Sports Group
The National Women's Soccer League (NWSL) has officially welcomed its 18th team, granting expansion rights to Columbus in a deal reportedly valued at a league-record $205 million. The franchise, to be operated by the Haslam Sports Group (HSG), is slated to debut in 2028. This move marks a significant financial milestone for the NWSL, underscoring a trend of increasing investment in women's professional soccer.
The record fee signifies a substantial escalation in franchise valuations within the NWSL, reflecting a growing confidence in the league's commercial viability and expansion potential.
HSG, which also owns Major League Soccer's Columbus Crew, plans to have the new NWSL team play at ScottsMiracle-Gro Field, the same downtown venue utilized by the Crew. A central component of Columbus's bid involves the construction of a dedicated training facility for the NWSL team, planned for the city's southwest side. This development follows closely on the heels of recent expansions, with Boston Legacy FC and Denver Summit FC playing their inaugural matches last month, bringing the league to 16 teams. Atlanta was previously granted rights as the 17th team.
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Public Funding and Local Resistance
The approval of Columbus's NWSL expansion bid was not without its local friction. The deal hinged on public contributions towards the new facilities, a requirement that spurred debate. The Columbus City Council narrowly approved the funding measure with a 5-3 vote and one abstention, following a contentious session. The Franklin County Commissioners also approved the plan, with a 2-0 vote and one abstention.
"As I look back on the last four years, [the new class of ownership] is probably the most meaningfully different circumstance that has led to the success of this league and really changed the growth trajectory," said NWSL Commissioner Jessica Berman.
A last-minute amendment by the city council tied the release of funds to the city's identification of a new site to replace McCoy Park, a detail that emerged after initial plans for a practice facility at the park drew criticism and backlash. The mayor subsequently pledged to secure a new community park.
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Strategic Expansion and Market Momentum
The NWSL's decision to adopt a "rolling" expansion process, implemented in September, allowed for proposals to be evaluated as they arise, rather than within defined bidding rounds. This approach has facilitated the inclusion of ownership groups deemed "well-capitalized and well-connected," a key strategic aim for the league. Nationwide, a Columbus-based entity and Crew partner since 2020, is also a co-investor in the NWSL bid, alongside HSG and Edwards and his wife, Christine.
The league's expansion occurs at a period of significant momentum, marked by surging sponsorship revenue and increased television viewership. Commissioner Berman highlighted Columbus's established soccer culture, suggesting that observers questioning the city's selection should witness the local support for the sport firsthand. Columbus has a history of hosting successful U.S. Women's National Team matches, further bolstering its credentials as a viable market.
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