Racing Louisville Owner Looks for New Investors, Won't Rule Out Moving the Team

The owner of Racing Louisville FC, a team in the National Women's Soccer League, says he is looking for new investors to help the club stay strong. John Neace told The Athletic that the team needs more money to keep up with how fast the NWSL is growing. He said moving the team is not the plan, but he did not say it could never happen if things don't improve.

Neace said he is open to different kinds of investors. He would welcome someone who simply puts money into the club, but he would also be happy with an investor who brings new ideas and experience in running a sports team. 'I don't sit here and say I think we've got the corner on good ideas,' Neace said. He admitted that Racing Louisville did not come from a sports background and has made some mistakes along the way.

The club has been part of the NWSL since 2021. Neace's company, Soccer Holdings LLC, bought the franchise in 2019 for just $1 million. After four seasons of finishing just outside the playoffs, the team finally made a playoff run in 2025. However, they were knocked out in the quarterfinals by the Washington Spirit in a penalty shootout after a 1-1 tie.

The NWSL has grown a lot in recent years, and that growth has changed what it takes to compete. New teams are joining the league with very wealthy owners who spend big on stadiums, staff, and players. According to Sportico, the average NWSL team is now worth $184 million. Racing Louisville is valued at $127 million, which is below the league average.

New expansion teams are also paying record amounts to join the league. In April, a team in Columbus paid $205 million just to get a spot in the NWSL, which is the most ever paid for an expansion team. A team in Atlanta paid $165 million just months before that. Both new teams are set to start playing in 2028.

Neace said what was good enough two years ago is no longer enough today. He pushed back on the idea that Racing Louisville is not spending enough on players. 'It's not like the salary cap is $2 and we're only spending 50 cents,' he said. He added that the team is spending near the league's salary cap, even if they are not among the biggest spenders.

One big challenge for Racing Louisville is that Louisville is one of the smaller cities in the NWSL. That means fewer potential sponsors and a smaller group of fans to draw from. Neace said the team needs local fans to actually show up to games, not just talk about supporting the team. 'If we're going to make it work, we have to come and support them,' he said. 'We actually have to go.'

NWSL Commissioner Jessica Berman said the league prefers to keep teams in their current cities. But she said relocation is not completely off the table if a team's situation calls for it. 'It is always the preference of the league to maintain the continuity of the location of our teams,' Berman said. She also confirmed that the league is helping Racing Louisville find new investors.

Despite the team's struggles this season, Neace said he still believes in the club's future. He hopes Racing Louisville will become a championship contender within the next five years. 'We're still bullish on Racing. We're bullish on the league,' he said. He made clear that reaching that goal will take more money, more support, and continued hard work from everyone involved.