The beginning of Boston’s new NWSL club got off to a rough start.
Boston has not had a professional women’s soccer team since the Breakers dissolved in 2018. That’s why when a female-led ownership group led by Jennifer Epstein won a bid to bring an NWSL team to the city in 2026, there was excitement in the air.
That took a different direction when the club name BOS Nation FC was revealed Tuesday along with a campaign video around the slogan “Too Many Balls.” The video featured New England Patriots Hall of Famer Tom Brady, but there was no mention of any of the professional women’s sports teams in Boston like the Fleet. The ad campaign was criticized for a trans-exclusionary radical feminist message and not being friendly to the LGBTQ+ community, which prompted a response from the team.
“While we had hoped to create a bold and buzzworthy brand launch campaign, we missed the mark,” BOS Nation FC’s statement read Wednesday. “We fully acknowledged that the content of the campaign did not fully reflect the safe and welcoming environment we strive to create for all, and we apologize to the LGBTQ+ community and to the trans community in particular for the hurt we caused. We are proud to be part of the most inclusive sports league in the world and are committed to upholding the unifying values that define the NWSL and our club. Thank you to all who have held us accountable by calling for us to do better. We hear you and we will, together.”
Seattle Reign midfielder Quinn, who identifies as non-binary, was one of the more prominent NWSL players who called out the campaign video.
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Weymouth, Mass. native and two-time NWSL champion Samantha Mewis also was one of many who noted that other professional women’s teams were left out.
The announcement video was deleted on most of BOS Nation FC’s social channels.
Featured image via Vincent Carchietta/Imagn Images
