The National Women’s Soccer League will add a Columbus-based team in 2028, backed by Haslam Sports Group, Nationwide and local investors, as the competition continues its rapid commercial and geographic growth.
The National Women’s Soccer League (NWSL) has confirmed Columbus, Ohio, as the home of its 18th franchise, with the new club set to begin play in the 2028 season.
The expansion side will be led by Haslam Sports Group (HSG), alongside financial services firm Nationwide and local investors Drs. Christine and Pete Edwards. The ownership group brings experience across major US sports properties, including the Cleveland Browns, Columbus Crew and a stake in the Milwaukee Bucks.
The announcement, made on 21 April, reflects the NWSL’s continued expansion phase, following recent additions such as Bay FC and Utah Royals, and comes amid rising investment and commercial interest in women’s football in North America.
NWSL Commissioner Jessica Berman described Columbus as a “natural next step” for the league, citing its established soccer infrastructure and ownership backing. “This is a city with a rich soccer tradition, a proven track record of support at the highest level, and an ownership group making meaningful, long-term investments in women’s sports,” Berman said.
Ownership and infrastructure in place
HSG’s involvement builds on its existing footprint in Ohio, having acquired operating rights to the Columbus Crew in 2019. Since then, the group has overseen the development of key infrastructure, including Lower.com Field, referred to in the release as ScottsMiracle-Gro Field, and the OhioHealth Performance Center.
The new NWSL club will play at the same venue, which has hosted major domestic and international fixtures, including MLS Cup matches and US national team games.
Whitney Haslam Johnson, Managing Partner at Haslam Sports Group, positioned the move as part of a broader investment strategy in women’s sport. “We believe in the power of women’s sports and are humbled to be part of the number one women’s soccer league in the world,” she said.
Nationwide, which is headquartered in Columbus and has existing partnerships with both the NWSL and MLS, will also play a central role in the project. CEO Kirt Walker linked the investment to the company’s centenary and its long-standing ties to the local community.
Market context: Growth of women’s sport
The expansion comes at a time of sustained growth for the NWSL, both in terms of franchise valuations and commercial partnerships. Recent years have seen increased media rights interest, sponsorship activity and attendance figures across the league, positioning it as one of the most commercially advanced women’s leagues globally.
Columbus itself has emerged as a consistent host for major soccer events. The United States women’s national soccer team has played 13 matches in the city, while the venue has also staged SheBelieves Cup fixtures and international friendlies.
The city is also scheduled to host matches during the football tournaments at the Los Angeles 2028 Olympic Games, further reinforcing its role within the US soccer ecosystem.
Beyond matchday operations, the ownership group has outlined plans to develop a dedicated training facility ahead of the club’s inaugural season. The site is expected to focus on elite performance standards while also supporting youth development pathways.
Local government stakeholders have also backed the project, highlighting projected economic and community benefits. Commitments include reported investment into education and community programmes, alongside anticipated increases in tourism and local spending tied to matchdays and events.
The team will operate under a placeholder identity, “Columbus NWSL 2028”, until branding elements such as name, crest and colours are finalised with fan input.
Ahead of its debut, the city will host the 2026 NWSL Challenge Cup, offering an early opportunity to engage local audiences with the league.
