A poster board behind Rob Cohen’s desk asks a simple question: Why do you want a pro women’s soccer team in Denver? Dozens of little girls filled it with answers, scrawled in crayon and marker. But beyond the earnest pleas for “girls to rule” and the demand for representation – “Women are soccer players too!” – lies a story not just about bringing a team to a sports-hungry city, but about a decades-long commitment to Denver itself, and a calculated bet on a moment when women’s sports are finally demanding to be taken seriously. Cohen isn’t simply building a franchise; he’s attempting to repay a debt to a city that’s been remarkably good to him, and in doing so, is testing the limits of what “investment” truly means in the evolving landscape of professional women’s athletics.
Cohen, the CEO and chairman of IMA Financial Group, is a fixture in Denver’s civic life. He founded the Denver Sports Commission, a key player in securing major events like the MLB All-Star Game and March Madness for the city. But this venture, awarding the National Women’s Soccer League’s 16th franchise to an ownership group he leads, feels different. The commitment – a staggering $300 million, claimed to be the largest investment in women’s sports history – isn’t just about potential profit, though profit is certainly on the table. It’s about a deliberate, almost philanthropic approach to building something lasting, a legacy that extends beyond balance sheets. The sheer scale of the investment, more than double the average franchise valuation in the NWSL ($136 million as of late 2023, according to Sportico), signals a belief that the current surge in popularity isn’t a fleeting trend, but a fundamental shift in the sports market.
The story of how Cohen arrived at this point is interwoven with his own personal history. A Kansas native who found a home and a family in Denver, he speaks of a desire to “pay back” a community that embraced him. This isn’t the narrative of a detached investor spotting a lucrative opportunity; it’s the story of a man deeply rooted in the city’s fabric, leveraging his success to contribute to its growth. His early work with the Denver Sports Commission, born from frustration that the city wasn’t aggressively pursuing major sporting events, demonstrates a pattern of identifying gaps and proactively filling them. He wasn’t content to simply enjoy the benefits of living in Denver; he wanted to actively shape its identity as a global sports destination. This same impulse now drives his commitment to the NWSL, a league that has historically struggled for visibility and financial stability despite growing on-field talent.
The path wasn’t straightforward. Cohen initially pursued a WNBA franchise, but a chance encounter with the grassroots organization “For Denver FC” – a group of passionate fans who had already begun building momentum for a NWSL team – altered his course. Madeline Leibin, a civil rights lawyer and key organizer with For Denver FC, describes a period of uncertainty, unsure if they could attract the necessary investment. Cohen’s decision to shift his focus to the NWSL wasn’t simply a business calculation; it was a recognition of the energy and dedication already present within the Denver community. He saw in For Denver FC a mirror of his own commitment to the city, a shared vision for what a professional women’s soccer team could represent. The NWSL, according to COO Sarah Jones Simmer, was looking for ownership that understood the market and the challenge, and Cohen’s track record with the Sports Commission proved he did.
Source material: coloradosun.com.
However, the story isn’t without its complexities. The hiring of Curt Johnson as general manager, despite his past association with a coach embroiled in sexual misconduct allegations, drew criticism. While Cohen addressed concerns by emphasizing the club’s commitment to player safety and an inclusive environment, the decision highlights the delicate balance between building a winning team and upholding ethical standards. It’s a reminder that even with substantial investment and good intentions, navigating the complexities of professional sports requires careful consideration and transparency. The $70 million in public funds allocated towards the new stadium at Santa Fe Yards also sparked debate, raising questions about the appropriate level of taxpayer support for professional sports franchises, even those championing a historically underfunded sector.
As Denver Summit FC prepares for its inaugural season in 2026, the stakes are high. The team’s success won’t just be measured in wins and losses, but in its ability to solidify Denver’s position as a leader in women’s sports and demonstrate the viability of a new economic model. Cohen’s $300 million investment isn’t just a financial gamble; it’s a statement about the value of women’s athletics and a challenge to the industry to prioritize long-term sustainability over short-term profits. The question now isn’t whether Denver wants a pro women’s soccer team, but whether the league, and the broader sports world, is ready to embrace the kind of investment – and the accompanying expectations – that Cohen is bringing to the table. Will this bold move inspire other investors to follow suit, or will Denver Summit FC remain an outlier, a testament to one man’s vision and a city’s unwavering support?
