Set to take the pitch as the NWSL's 15th franchise in 2026, Boston's expansion team unveiled their official branding and promotional materials to markedly mixed reviews on Tuesday.

The team name, BOS Nation FC, is an anagram of Bostonian, a nickname the team describes as "worn proudly by millions across 23 neighborhoods and 48.4 square miles." 

The city's previous pro women's soccer team, the Boston Breakers, played in the folded WUSA and WPS before competing in the NWSL from 2013 through 2017. Boston was officially awarded an NWSL expansion team in September 2023.

Former NWSL star Alex Morgan runs in front of an NWSL LGBTQ+ Pride logo
BOS Nation's branding campaign drew criticism for being exclusionary and transphobic. (Ira L. Black - Corbis/Getty Images)

"Too Many Balls" campaign spurs backlash from NWSL players and fans

While enthusiasm for NWSL expansion continues, the team's "Too Many Balls" campaign drew wide criticism from fans and players alike. Many took to social media to post their concerns about the slogan's exclusionary gender-focused undertones, as well as the message's erasure of other Boston-based women's sports teams.

"As a Massachusetts native, I really want @NWSLBoston to succeed. I also want to shout out @PWHL_Boston, @BeantownRFC, and @GoRenegades as existing women's pro sports teams here to support!" posted former USWNT star Sam Mewis in response.

"The town and the players who will represent them deserve so much more," NWSL Players Association director Meghann Burke told The Athletic. "With the work that has gone into laying a strong foundation for Boston’s 2026 launch, I honestly did not perceive this team to be so unserious."

The overwhelming criticism was apparently unanticipated by the new franchise, as the team's branding release included a statement from Jennifer Epstein, the controlling owner of BOS Nation FC and a minority owner of the NBA's Boston Celtics.

"This is an important moment for women's sports in Boston — and for Bostonians to see that they are fully represented in the team name, brand identity, and even in the tongue-in-cheek tone of the unveil campaign," Epstein said in the release.

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Boston team acknowledges campaign missteps

The swift critiques prompted the incoming franchise to release a statement of apology on Wednesday.

Acknowledging that the campaign "missed the mark," the team apologized to the LGBTQ+ community and, more specifically, the trans community "for the hurt we caused."

"Thank you to all who have held us accountable by calling for us to do better," the statement continued. "We hear you and we will, together."

In addition to the apology, the club removed their "Too Many Balls" campaign and merchandise from their website, as well as deleted it from most social media channels.