Key Takeaways
- Columbus NWSL 2028 named OhioHealth its official healthcare provider and training facility naming rights partner Monday, per the club’s announcement.
- The OhioHealth Training Grounds will span 45,000 square feet and open in January 2028 with three grass pitches and full performance spaces.
- Three synthetic turf fields at the site are dedicated to long-term youth player development and community access, programmed with the Columbus Recreation and Parks Department.
- Columbus was awarded the NWSL’s 18th franchise in April, owned by Haslam Sports Group, Nationwide, and Drs. Christine and Pete Edwards.
Columbus NWSL 2028 announced Monday that OhioHealth will serve as the club’s official healthcare provider and the naming rights partner for its training facility. The NWSL training facility, branded the OhioHealth Training Grounds, will span 45,000 square feet and open in January 2028, according to the club. The build includes three synthetic turf fields reserved for long-term youth player development and community access, programmed in partnership with the Columbus Recreation and Parks Department.
A Healthcare System Anchors the New NWSL Training Facility
The agreement covers two roles: OhioHealth becomes the club’s official healthcare provider, with its sports medicine physicians and healthcare teams caring for players on site, and its name goes on the training complex. Financial terms and deal length were not disclosed in the announcement.
The partnership deepens an existing relationship. Per the club, the new facility will model itself on the OhioHealth Performance Center, the Columbus Crew training site that carries the same sponsor’s name under Haslam Sports Group ownership. Whitney Haslam Johnson, Managing Partner of Haslam Sports Group, described OhioHealth as “a national leader in healthcare and sports medicine” with a long record of supporting local athletes.
Beyond player care, the club said the two sides will collaborate on fan-focused and community initiatives at the training grounds, the stadium, and across Central Ohio.
Inside the 45,000-Square-Foot Build
The OhioHealth Training Grounds will feature three grass pitches, a modern weight room, multiple locker rooms for players and staff, performance, wellness, and rehabilitation spaces, and office and meeting rooms, per the announcement. The club also expects the site to host visiting teams during major international events.
The soccer operation is led by Haslam Sports Group President of Global Soccer Tim Bezbatchenko and General Manager Lucy Rushton, who will oversee how the facility supports players year round.
Where Does Youth Sports Fit In?
The piece most relevant to youth sports operators: upon completion, the site will add three synthetic turf fields dedicated to long-term youth player development and community access, with programming run in partnership with the Columbus Recreation and Parks Department. That places municipally programmed youth fields inside a professional club’s training campus from the day it opens, rather than as a later addition.
It also extends a pattern of healthcare systems attaching their brands to facilities that serve both elite and youth athletes. OhioHealth President and CEO Steve Markovich framed the deal as reaching beyond the first team, calling it an investment in “the next generation of girls who will grow up seeing what’s possible.”
A Facility Named Before the Team Is
Columbus received the NWSL’s 18th franchise in April, with an ownership group of Haslam Sports Group, Nationwide, and Drs. Christine and Pete Edwards. The club has now locked in a healthcare partner, a branded training complex, and a January 2028 opening date, all while still operating under the placeholder Columbus NWSL 2028. The training grounds have a name. The team that will use them does not, yet.
Source: Massive Report, October 26, 2026, https://massive-report.com/2026/10/26/ohiohealth-named-official-healthcare-provider-for-nwsl-side-training-facility/
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How big is the youth sports market?
American families spend approximately $54 billion annually on kids’ sports and recreation, according to the YSBR and Kinetica Group Youth Sports TAM & Parent Spending Report, with organized sports alone representing a $40 billion-plus market. The average family spent $1,016 on a child’s primary sport in 2024, up 46 percent since 2019, per the Aspen Institute’s Project Play, and market research projects the global youth sports market will reach approximately $114 billion by 2032 (Business Research Insights).
How many kids play youth sports in the United States?
Approximately 27.3 million children ages 6 to 17, or about 54.6 percent, played organized sports in 2022-2023, according to the National Survey of Children’s Health as reported by the Aspen Institute’s Project Play. High school sports participation reached a record 8.26 million athletes in 2024-25, per the NFHS.
Who founded Youth Sports Business Report?
Youth Sports Business Report was founded by Cameron Korab, a sports marketing veteran with more than a decade in the industry and an MBA from Northwestern University’s Kellogg School of Management. Korab also co-founded Vertical Sports, a sports marketing advisory serving brands across youth, college, and pro sports.
What does YSBR cover?
YSBR delivers original reporting and market intelligence on youth sports facilities, youth sports technology, sponsorship and brand partnerships, private equity and venture capital deals, NIL policy, coaching development, equipment and apparel, tournaments and events, and community sports initiatives. Readers include industry executives, investors, facility owners and operators, league administrators, and youth sports parents.
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Hosted by Cameron Korab, founder of Youth Sports Business Report, Jr. Sports Marketing features candid 1-on-1 conversations with the brands, athletes, leagues, and innovators building the future of youth sports. Each episode breaks down how the smartest brands are activating, building equity, and winning with youth sports families. If you’re an operator, founder, investor, or marketer trying to understand where this space is headed, this is your show.
Youth Sports Marketing Questions, Answered
Where can brands sponsor youth sports? Brands can sponsor youth sports through local leagues and clubs, tournaments and events, facilities and complexes, governing bodies, and national platform programs. Sponsoring a child’s own program is the most powerful entry point: 81 percent of parents say it captures their attention, outperforming TV, social media, and pro sports sponsorship, per a 2026 Priority Partnerships study conducted by YouGov Sport.
How much does youth sports sponsorship cost? Youth sports sponsorship costs range from a few thousand dollars for a local league or team sponsorship to six and seven figures for regional facility naming rights and national platform programs. The environment is welcoming at every level: 84 percent of parents hold net positive sentiment toward brands sponsoring youth sports, with negative sentiment under 5 percent, per YouGov Sport research. Most brands start with a pilot activation, measure engagement, then scale.
What is the ROI of youth sports marketing? The data is striking: 80 percent of parents say they would choose the brand that sponsors their child’s youth sports program when comparing two similar products, per a 2026 Priority Partnerships study by YouGov Sport. A 2026 EMARKETER and DICK’S Media survey found 84 percent of sports parents say that role influences their purchase decisions, and 60 percent spend more on game and practice days, driving loyalty across categories from dining to travel to automotive.
Ready to build a youth sports strategy? Vertical Sports is an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Every Fan, Every Level. Brands and youth sports organizations can reach the team at info@verticalsports.us.
