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Dee Haslam

Dee Haslam (née Bagwell) is an American businesswoman, media producer, and sports executive who co-owns the of the alongside her husband, , having acquired majority control of the franchise in 2012. She serves as CEO of the Haslam Sports Group, the family's managing investments in professional sports including the Browns and a controlling interest in Major League Soccer's , as well as minority stakes in the of the NBA. Previously, Haslam founded RIVR Media in 1998, where she acted as CEO and , overseeing the creation of over 80 unscripted television series and documentaries before transitioning leadership in 2018 to focus on sports operations. Haslam's tenure with has coincided with organizational restructuring aimed at long-term competitiveness, though the team has compiled a sub-.500 since the acquisition, prompting scrutiny over management decisions amid persistent on-field underperformance. Through the family-operated Haslam 3 Foundation, she has directed substantial philanthropy toward , youth athletics, and health initiatives, including $20 million to establish a sports innovation center at University Hospitals in and $4.5 million for programs in local schools. The Haslams' broader giving emphasizes in and , with investments in charter schools and athletic facilities to promote access and mobility.

Early life and family background

Childhood and upbringing

Susan Bagwell Haslam, known as Dee, grew up in , within a family immersed in the emerging industry. Her father, Ross K. Bagwell Sr., founded Cinetel Productions in the 1960s, pioneering local production of syndicated programs like and amassing thousands of hours of content that scaled operations across through innovative remote broadcasting techniques. This familial enterprise emphasized efficiency in content creation and distribution, providing Haslam with informal exposure to the mechanics of building scalable media businesses amid technological shifts from broadcast to cable. Her mother, Sue Burchfield Bagwell, supported the household during Ross Sr.'s entrepreneurial pursuits, fostering a stable environment rooted in the prosperity of Knoxville's growing media sector rather than bootstrapped origins. Haslam shared a close relationship with her brother, Ross K. Bagwell Jr., amid this backdrop of familial collaboration in production work. Early childhood experiences included enthusiasm for television, as she later recalled being captivated by shows like from the audience, hinting at nascent interests aligned with her father's profession. Such surroundings underscored practical lessons in leveraging family networks and operational scale for industry foothold, without the instability of ventures.

Education and early influences

Haslam attended the University of Tennessee, Knoxville, graduating in 1986 with a Bachelor of Science in Education from the College of Education. She minored in art, maintaining an interest in painting as a personal pursuit. Her formal education intersected with early personal networks when she met Jimmy Haslam, future head of Pilot Corporation, at the Webb School of Knoxville during high school, establishing connections to Knoxville's business elite that complemented her academic experience. These ties, rooted in shared regional and institutional affiliations like the University of Tennessee—where Jimmy had earlier earned a degree—facilitated access to enterprise opportunities, though family background provided the primary impetus for her career trajectory. Post-graduation, Haslam initially worked in before transitioning to roles at her father Ross Bagwell's company, Bagwell Communications, leveraging familial expertise in rather than deriving success principally from her . This entry into , including stints at Cinetel Productions, underscored how inherited industry knowledge and proximity to established operations outweighed standalone academic credentials in enabling her initial professional steps.

Business career outside sports

Entry into family enterprises

Dee Haslam integrated into the Haslam family enterprises through her marriage to Jimmy Haslam, the son of Pilot Corporation founder Jim Haslam, on December 11, 1976. As a result, she became part of the family's ownership group overseeing Pilot, a truck stop and travel center chain originally established in 1958 with a single gasoline station in Gate City, Virginia. This entry positioned her within a merit-driven family structure, where operational expansions were guided by proven management rather than external appointments, as evidenced by the company's consistent growth trajectory under Haslam leadership. Following her marriage, Pilot pursued aggressive expansions that solidified its market dominance, including the 2010 acquisition and merger with Flying J Inc., completed on July 1 for $1.8 billion after Flying J's bankruptcy filing. The deal combined Pilot's network with Flying J's assets, forming with over 550 travel centers across and establishing it as the largest operator in the sector. Dee Haslam's involvement as an owner contributed to the family's strategic oversight during this period, aligning with Jimmy Haslam's role in scaling operations from 96 centers in to a broader fueling network. The Haslam family's retention of majority control post-merger underscored a commitment to internal competence, with achieving sustained profitability through efficient management of sales and travel services, growing to over 600 locations by the mid-2010s. This empirical expansion—evident in annual revenue exceeding billions and operational resilience amid economic shifts—demonstrates the efficacy of family-integrated leadership over unsubstantiated claims of unearned privilege, as the enterprise's scale reflected deliberate strategic decisions rather than mere inheritance.

Role in Pilot Flying J operations

Dee Haslam has been a partner in , the family entity controlling , contributing to strategic oversight of the truck stop chain's operations and growth as part of the Haslam family ownership group. Under family leadership, including her involvement, the company pursued key that expanded its network, such as the 2001 partnership with Marathon Ashland Petroleum to form Pilot Travel Centers LLC, which integrated Speedway SuperAmerica assets and boosted travel center scale. In 2003, Pilot acquired approximately 60 locations from Williams Travel Centers, further enhancing operational footprint in high-traffic corridors. The 2010 merger of Pilot Travel Centers with Flying J created , combining networks to operate over 600 locations across and establishing dominance in sales for over-the-road trucking. Haslam's position in the ownership group facilitated these efficiencies, with the company achieving steady location growth from fewer than 100 sites in the early 1980s to the largest U.S. travel center operator by the 2010s, emphasizing amenities like fuel islands, parking, and convenience services tailored to professional drivers. This operational model attracted validation through 's 2017 investment, acquiring a 38.6% equity stake in Pilot Travel Centers for $2.76 billion, signaling confidence in the company's scalable efficiencies and market position prior to the Haslam family's retention of majority control. Haslam remained in the ownership group holding significant interest until the sale of the family's remaining 20% stake to , marking the end of direct family operational involvement.

Founding and leadership of RIVR Media

In 1998, Dee Haslam, daughter of television producer Ross Bagwell Sr., partnered with Rob Lundgren and Lori Stryer to acquire her family's Bagwell Entertainment and rebranded it as RIVR Media, an independent production company based in . Haslam assumed the roles of and , directing the company's focus on television content including series, documentaries, and programs targeted at networks. This venture marked Haslam's pivot into media production as a diversification from family-held enterprises like , emphasizing commercially viable formats over publicly subsidized content. Under Haslam's leadership, RIVR Media expanded rapidly, producing over 3,000 episodes across more than 21 networks and genres such as docu-soaps, , and . Key early successes included the series , which Haslam executive-produced starting in 2000 and became a foundational reality makeover show, later achieving record ratings upon its 2018 revival with 2.8 million viewers for the premiere episode. Other notable productions encompassed for , Renovation Realities for DIY Network, Escaping Polygamy for A&E, and Fixer to Fabulous for , demonstrating RIVR's capacity to deliver high-volume, network-driven content that sustained operations through market demand rather than institutional funding. The company's client base grew to include over 18 cable outlets, with infrastructure investments like the 2021 launch of RIVR Studios—a 20,000-square-foot facility—supporting scalable production of branded and episodic programming. Haslam's tenure as CEO prioritized innovation in cost-effective, audience-engaging formats, yielding an estimated annual revenue exceeding $10 million by leveraging independent production efficiencies in the Southeast . In April , she stepped down from the CEO position to concentrate on sports management, transitioning to partner Lori Golden-Stryer while retaining her role as and founder. This shift preserved RIVR's operational continuity, with the company continuing to produce commercially oriented series amid a competitive TV landscape.

Sports ownership and management

Acquisition and oversight of the Cleveland Browns

In 2012, Dee Haslam and her husband acquired the from owner for $1.05 billion, with the NFL's Board of Governors unanimously approving the transaction on October 16. The purchase positioned the Haslams as principal owners, assuming control midway through the 2012 season. As co-owner and executive vice president of , Dee Haslam has played a prominent role in operational oversight, including personnel decisions such as selections. She has been described by observers as exerting significant influence over football operations, often collaborating with general managers while retaining veto authority on hires. Under her and Jimmy Haslam's stewardship, the team has cycled through multiple es, including , hired in 2020 following prior dismissals of figures like and . The Browns' on-field performance since the 2012 acquisition has been inconsistent, yielding a regular-season record of 75 wins, 142 losses, and one tie through the 2024 season, for a .346 winning percentage. The team has qualified for the playoffs twice during this period—in 2020 (11-5 record, wild-card berth) and 2023 (11-6 record, wild-card berth)—but has not advanced beyond the opening round in either instance. In infrastructural matters, the Haslams oversaw negotiations culminating in a October 2025 settlement with the City of Cleveland, under which Haslam Sports Group committed $100 million over 15 years, including an initial $25 million payment by December 1, 2025, to fund stadium demolition at and support lakefront redevelopment. This agreement facilitated the resolution of relocation considerations, with the Haslams pursuing options like a potential move to Brook Park as a means to secure modern facilities conducive to franchise growth and revenue expansion.

Involvement with the Columbus Crew

In late 2018, Dee Haslam, as part of the Haslam family investment group alongside the Edwards family, reached an to acquire operating rights for the SC, averting the franchise's threatened relocation out of following disputes with prior ownership under Precourt Sports Ventures. The deal, finalized with Haslam Sports Group assuming control on January 1, 2019, committed over $650 million in investments, including infrastructure to stabilize the club in . As CEO of Haslam Sports Group, Haslam oversaw the operational transition, emphasizing retention of the team's local roots amid fan-led "Save the Crew" campaigns that had mobilized community opposition to relocation. Under Haslam Sports Group's management, the Columbus Crew achieved its second championship on December 12, 2020, defeating the 3-0 in the final at MAPFRE Stadium, with key contributions from midfielder scoring twice. This success followed the group's strategic hires, including retaining head coach , and marked a rapid turnaround from relocation threats to on-field contention, evidenced by the team's win in the same condensed 2020 season. Haslam's leadership extended to facility development, spearheading the $314 million project, with groundbreaking on October 10, 2019, and the 20,371-capacity stadium opening on July 3, 2021, hosting its inaugural match against the . The venue, located in Columbus's Arena District, replaced the aging MAPFRE Stadium and integrated , enhancing long-term viability through increased attendance averaging over 18,000 per game post-opening. In December 2024, Haslam Sports Group announced the relocation of the Crew's 2025 home match against Inter Miami CF—featuring Lionel Messi—from Lower.com Field to Cleveland's Huntington Bank Field, citing the larger 67,431-seat capacity to maximize attendance and revenue for a high-profile fixture expected to draw significant demand. This decision, defended by the group as enabling broader fan access amid sold-out projections at the smaller venue, drew criticism from Columbus stakeholders, including state Senator Bill DeMora, who condemned it as prioritizing profit over local loyalty despite the franchise's post-acquisition attendance growth from 16,000 averages pre-2019 to consistent sellouts. Empirical data from prior Messi-hosted games, such as Inter Miami's 2023 U.S. Open Cup match against the Crew drawing 31,000 despite the temporary venue, underscored revenue potential from expanded capacity, though local media highlighted risks to community ties stabilized by earlier investments.

Leadership of Haslam Sports Group

Dee Haslam serves as CEO of Haslam Sports Group (HSG), which she co-founded in 2020 with her husband and business partners Whitney Haslam Johnson and JW Johnson to consolidate and expand the family's sports and entertainment holdings. In this capacity, Haslam directs group-wide strategy, emphasizing the creation of high-performing organizations that prioritize fan engagement and community impact across multiple franchises and leagues. HSG unifies its portfolio—encompassing the (NFL), (MLS), and a controlling interest in the (NBA), acquired in 2023—through centralized management that promotes operational efficiencies and cross-franchise collaboration. This includes leveraging shared expertise and resources to implement consistent best practices in areas like talent development and community outreach, exemplified by the group-wide Diversity and Opportunity Fellowship program initiated in 2021, which rotates participants across HSG entities to build . Haslam has guided HSG's expansion beyond core team ownership into complementary sectors, including esports investments in Misfits Gaming Group and immersive sports technology via StatusPro, alongside dedicated arms like HSG Ventures for targeted opportunities and HSG Facilities for infrastructure development. The group's portfolio valuation has reached $9.07 billion as of July 2025, positioning HSG as the 17th most valuable sports empire globally and reflecting sustained growth from its inception amid rising franchise values in .

Philanthropy, awards, and public engagement

Charitable foundations and board roles

Dee Haslam co-directs philanthropic efforts through the Haslam 3 Foundation, established in 2001 by her and to fund arts, health, and human services initiatives in , and , . The foundation allocates resources to community organizations, including a $2 million contribution in July 2024 to Pelotonia for advancing research on . These gifts target specific health outcomes, such as accelerating scientific progress in , though long-term efficacy metrics from such targeted funding are not publicly quantified beyond program acceleration. Alongside the Haslam 3 Foundation, Haslam guides Haslam Giving, a consolidated family vehicle emphasizing , , , , and upward mobility for underserved populations via and system reforms that prioritize measurement and accountability in resource allocation. Since 2014, these efforts have directed over $150 million in private investments toward causes, focusing on empirical progress in . Haslam serves on the for ExcelinEd, appointed in May 2017, where she contributes to strategies aimed at enhancing student attendance, , and volunteerism to drive measurable improvements in academic outcomes. She also holds the position of Vice Chair on the University Hospitals , influencing healthcare , including a $20 million donation establishing the UH Haslam Sports Innovation Center to advance research and athlete care protocols.

Recognized achievements and honors

Dee Haslam received Emmy nominations for her work as executive producer on the television series and . She also earned a Parents' Choice Award for the RIVR Media production Baby Goes to College. In recognition of her media contributions, Haslam was awarded the New York Festivals World Medal. In the business sector, Haslam and her father, Ross Bagwell Sr., received the 2016 Outstanding Marketing Professional Award from the Knoxville Chapter of the American Marketing Association for their roles in and enterprises. She was named a Crain's Woman of Note in 2018, highlighting her leadership in sports and operations. For her sports management efforts, Haslam was a finalist for Columbus CEO of the Year in , cited for her investor-operator role with the SC amid the team's relocation and operational challenges. In 2019, she was honored at the Greater Columbus Sports Commission's annual Report event for contributions to . Along with her husband , she was selected as one of Crain's Newsmakers of the Year in 2024 for advancements in Haslam Sports Group, including the 's victories in 2020 and 2023.

Political and community involvement

Dee Haslam has engaged in political activities primarily through financial contributions and endorsements supporting candidates and initiatives in . Along with her brother , she co-chaired statewide finance efforts for Dolan's 2023 U.S. Senate campaign in the Ohio primary, reflecting alignment with moderate conservative figures in state politics. The Haslams, including Dee, donated significantly to oppose in 2024, a ballot measure aimed at reforming congressional redistricting to curb ; their contributions positioned them among the largest donors to the effort to defeat it, totaling over $1 million from family entities to preserve existing districting processes. In policy advocacy, Haslam serves on the board of ExcelinEd, a nonprofit founded by former that promotes through programs and , emphasizing market-based alternatives to traditional public schooling over expanded government dependency. Her involvement underscores a preference for private-sector incentives in , contrasting with public models that often prioritize institutional expansion. Additionally, she contributed $50,000 to the Moving Central Ohio Forward in 2024, backing a regional initiative for and . On the community front, Haslam holds board positions in civic organizations advancing economic and cultural interests in , including the Partnership, a business-led group influencing local policy on workforce development and regional growth. She also serves on the board of the Rock & Roll Hall of Fame, contributing to cultural preservation and initiatives tied to Cleveland's identity. These roles extend her influence beyond sports ownership into broader civic leadership focused on private investment-driven progress rather than reliance on public subsidies.

Controversies and criticisms

Stadium development and public funding disputes

In 2023, Haslam Sports Group, with Dee Haslam serving as CEO, initiated discussions for a new stadium to replace the lease expiring in 2028 at Huntington Bank Field, arguing that the existing facility's obsolescence necessitated upgrades or relocation to maintain competitiveness. The group proposed a $2.4 billion domed stadium in Brook Park, a Cleveland suburb, with an estimated $1.8 billion in private funding from the owners and $600 million in public subsidies from Ohio state sources, including repurposed unclaimed property funds. This plan sparked disputes over the allocation of taxpayer dollars, as critics, including former Democratic Ohio lawmakers, argued that diverting unclaimed funds—estimated at billions owed to private individuals—represented an unethical subsidy for billionaire owners like the Haslams, whose net worth exceeds $20 billion, rather than returning assets to citizens. Cleveland officials countered with threats to enforce the Modell Law, a 1996 statute designed to prevent team relocations without compensation, filing lawsuits in early 2025 to block the move and demand fair value for the city's investment in the current stadium. The Haslams responded by highlighting the city's inaction on stadium renovations despite a decade of warnings, positioning the Brook Park site as a viable alternative that would generate 10,000 construction jobs and long-term economic activity, though independent analyses of similar NFL projects indicate limited net fiscal returns for public investors, often yielding negative ROI after accounting for opportunity costs like foregone infrastructure spending. Negotiations intensified amid relocation threats, with the Haslams warning of potential departure from Northeast Ohio entirely if demands for public contributions were unmet. The impasse resolved on October 13, 2025, via a $100 million settlement between Haslam Sports Group and Mayor , under which the Haslams pledged funds for lakefront redevelopment, stadium demolition, and other city projects in exchange for dismissal of Modell Law suits and non-opposition to the Brook Park plan. This agreement averted immediate relocation but preserved debates on cost-benefit efficacy, as the public portion—bolstered by county extensions at risk from suburban shifts—prioritizes private profits from ticket surcharges and over verifiable broad-based revenue gains, with historical data from stadium subsidies showing subsidies rarely recouped through induced spending. For the , Haslam Sports Group's 2019 stadium financing for involved $45 million in public bonds issued by Franklin County, supplemented by $150 million in private equity from the Haslams and Edwards families, with city officials confirming no direct municipal construction funds. Unlike ' acrimonious talks, Crew funding drew minimal post-acquisition disputes, though state-level incentives totaling around $650 million in broader sports infrastructure support indirectly benefited the project, prompting scrutiny over opportunity costs for non-sports public needs without evidenced superior ROI compared to private-only development.

Fan and stakeholder relations

Fans of the have demonstrated sustained loyalty under Haslam ownership, with home games consistently selling out despite the team's poor performance records, including a 1-15 season in 2016 and ongoing struggles through 2024. However, this dedication has been tempered by frustrations with management decisions, such as the proposed relocation of the stadium to Brook Park, which prompted a lifelong holder since 1946 to cancel their family's 78-year streak in December 2024, citing alienation from core supporters. Ownership scrutiny intensified in November 2024 amid the team's persistent underperformance, with fans expressing discontent over leadership stability and strategic choices. Columbus Crew supporters experienced significant backlash in 2024 over the decision to relocate a high-profile regular-season match to , viewed by fans and local officials as prioritizing revenue over community ties, with Bill DeMora condemning the move on December 19, 2024, for undermining fan loyalty built during the "Save the Crew" campaign against prior relocation threats. Pricing complaints emerged around premium matches, such as the 2023 Inter Miami game where Nordecke standing tickets reached $421, shocking fans accustomed to more accessible costs, though memberships hit capacity for the first time in club history by December 2023, indicating robust demand amid rising rates—up 11% for Nordecke sections in 2025 and 45% since 2022. In response to relational strains, Haslam Sports Group has emphasized enhancements to fan experiences, including the development of for the , which opened in 2022 with modern amenities to foster engagement, and proposals for a domed replacement for the , touted in March 2025 as improving year-round usability and event hosting to boost attendance and satisfaction. Empirical loyalty metrics remain strong, with games drawing full crowds and season tickets selling out, reflecting resilience despite tensions, though surveys and fan actions like protests highlight risks to long-term trust if perceived as revenue-focused over community-rooted.

Business ethics and family enterprise issues

In 2013, , the Haslam 's flagship non-sports enterprise, faced federal charges for a multi-year scheme defrauding trucking customers by withholding portions of promised fuel rebates, resulting in a $92 million settlement with the U.S. Department of Justice to resolve criminal wire fraud and civil claims without admitting liability. The scandal implicated senior , with 17 employees pleading guilty or convicted, though CEO maintained he had no knowledge of the misconduct and faced no charges. Dee Haslam, as a non-operational family owner without an executive role at Pilot during this period, was not directly linked to the events or investigations. Critics have questioned the ethical governance in family-controlled conglomerates like Pilot, citing the rebate fraud as evidence of lax oversight in high-stakes rebate programs that prioritized short-term gains over customer trust, potentially enabled by concentrated family decision-making. However, the company's post-scandal recovery—expanding to over 600 locations and maintaining dominance in diesel sales—demonstrates operational resilience, with revenues exceeding $40 billion annually by 2023, countering narratives of systemic ethical failure through sustained market performance. Family enterprise tensions surfaced during Pilot's partial divestiture to Berkshire Hathaway, beginning with a 2017 deal granting Berkshire 80% control while retaining Haslam majority ownership and Jimmy Haslam as CEO. Disputes escalated in 2023 over valuing the Haslams' remaining 20% stake, with Berkshire alleging the family offered multimillion-dollar incentives to executives to inflate earnings reports, violating accounting standards; the Haslams countered that Berkshire manipulated projections to undervalue the business. These cross-accusations, resolved via settlement in January 2024 with full sale to Berkshire, highlight risks in family-to-corporate transitions, including conflicts over financial transparency, though no formal ethical violations were adjudicated beyond litigation rhetoric. Dee Haslam's involvement remained peripheral, focused on family ownership rather than divestiture negotiations.

Personal life

Marriage and immediate family

Dee Haslam, born Susan Bagwell, married James A. "Jimmy" Haslam III in 1976. The couple has maintained a partnership exceeding 48 years as of 2025, during which they have co-led family enterprises such as Haslam Sports Group, where Dee serves as CEO and Jimmy as chairman. This marital alliance has facilitated unified decision-making in acquiring and managing assets, including majority ownership of the since 2012. They have three adult children: son James Bagwell "J.B." Haslam; daughter Whitney Haslam Johnson; and daughter Cynthia Haslam Arnholt. J.B. Haslam, from Dee's prior marriage, shares in the family structure supporting business continuity, though his direct operational roles remain limited in public records. Whitney Haslam Johnson actively participates in family ventures as a managing partner of Haslam Sports Group, contributing to its expansion into MLS and NBA investments alongside her husband, JW Johnson. The family's intergenerational ties underscore a cohesive unit that bolsters enterprise stability, with six grandchildren extending the lineage.

Lifestyle and residences

Dee Haslam and her husband primarily base their residences in the area, reflecting their long-term commitment to the region through ownership of the . In October 2012, shortly after acquiring the franchise, they purchased a mansion in Bratenahl for $4.1 million via a affiliated with the family. This lakeside property serves as a key home amid their sports and business operations centered in . In July 2025, Haslam acquired an oceanfront mansion in , for $25 million through her Knox-Main Trust. The 5,906-square-foot home, constructed in 1971, includes five bedrooms, a private dock, and spans 1.1 acres of beachfront land at 11914 Turtle Beach Road. The purchase, finalized on July 3, followed closely after Ohio's approval of $600 million in state incentives for a proposed stadium project, though the Haslams' personal wealth—derived from Jimmy Haslam's leadership in expanding into a multibillion-dollar enterprise—predates such public allocations and supports such real estate investments independent of taxpayer funds. Haslam's lifestyle incorporates frequent travel between , (for SC duties), and other locations tied to Haslam Sports Group operations, as well as oversight. This mobility aligns with the demands of managing NFL and MLS franchises, contrasting with any narratives of localized by underscoring expenditures enabled by earned business success rather than public subsidies.

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