The NWSL awards 18th franchise to Columbus, Ohio as league considers marketing power of multi-franchise sports owners

The GIST: On Tuesday, the NWSL awarded its 18th franchise to Columbus, Ohio for a record $205M expansion fee, up from Atlanta’s $165M fee in 2025. NWSL commissioner Jessica Berman cited the region’s affinity for soccer as a key factor, but so was the money the ownership group put down: $300M between the expansion fee and a new bespoke training facility.

• It’s the latest example of experienced ownership groups winning competitive NWSL and WNBA bids, although the deal isn’t without controversy (nor is the ownership group). But there’s a hook for marketers too: These groups may also be willing to extend partnerships across properties.

The details: The Haslam Sports Group, which owns MLS’ Columbus Crew and the NFL’s Cleveland Browns and has a controlling interest in the NBA’s Milwaukee Bucks, purchased the franchise with backing from Columbus-based insurance giant Nationwide and Drs. Christine and Pete Edwards.

• The NWSL team, which will share the Crew’s home turf, adds to the city’s rich soccer history and its stable of MLS, NHL, and MLV teams.

The local reception: Columbus and Franklin County will each contribute $25M toward infrastructure, but not without tradeoffs. Not only are taxpayers concerned about tax dollars going toward the new team (which happens in men’s sports, too), but the new practice facility supplanted renovation plans in an underserved neighborhood.

• The NWSL sees it differently, saying the public funding is “a really important litmus test and proxy” when the league evaluates expansion teams. Berman also noted that government funding has rarely been allocated to women’s sports franchises, something she’s highlighted in the past.

The brand play: We know that the NWSL prioritizes experienced sports owners in their expansion bids, and we’ve examined the benefits of banking on a well-run, well-funded organization. But there’s another factor that comes into play: Existing sports owners often extend their brand portfolio to new clubs, thus boosting the valuation and financial viability of new teams.

• Like Ryan Smith in Utah and the Bhathals in Portland, the Haslam family has stretched relationships across multiple properties, including with Legends Global, Huntington Bank, and healthcare partners.

• It’s another example of how brands looking to activate in a certain market or across several sports should consider partnering with multi-franchise ownership groups. Talk about a foot(y) in the door.