The investment follows a collaborative effort earlier this spring, when Nationwide partnered with the Haslam family to secure the 18th National Women’s Soccer League franchise for the city, slated for a 2028 debut. This latest move signals a strategic alignment between the financial services provider and the city's premier sports organizations.

Nationwide CEO Kirt Walker emphasized that the decision to invest reflects a commitment to the regional community that has hosted the company for over a century. Dee and Jimmy Haslam, leaders of Haslam Sports Group, described the insurance provider as a cornerstone institution, noting that the expanded partnership aims to enhance both men's and women's soccer operations, fan engagement, and local community leadership. Financial terms of the agreement remain undisclosed.