BOS Nation expresses regret over ‘too many balls’ campaign unveiling new NWSL team
The newly formed Boston expansion team in the National Women’s Soccer League has apologized after a promotional video on social media that introduced the team’s name and identity “missed the mark.”
The football club from Boston announced its name — BOS Nation FC, cleverly derived from “Bostonian” — along with its black-and-green colors on Tuesday. The campaign was themed around the notion of the city having “too many balls.”
“Old balls, new balls. Steel balls. Cold balls. Even GOAT ball. Yes, Boston loves its balls, but perhaps there are just too many balls,” stated the launch video, which featured clips from male sports teams in Boston, including the New England Patriots and Boston Celtics. “This is our city, our new team, our new nation. BOS Nation no balls necessary.”
The announcement was quickly criticized for implying a connection between gender and body parts, as well as neglecting to mention the city’s women’s teams, including the Boston Fleet of the Professional Women’s Hockey League (PWHL) and the Boston Renegades of the Women’s Football Alliance (WFA). Quinn from Seattle Reign FC, the first openly transgender and non-binary athlete in the NWSL, remarked that the video “feels transphobic,” while others called it “ignorant.”
BOS Nation FC: ‘We missed the mark’
BOS Nation FC, which is set to start its season in 2026, recognized that their attempt to create a “bold and buzzworthy brand launch” did not succeed.
“We fully recognize that the content of the campaign did not accurately depict the safe and welcoming atmosphere we aim to foster for everyone. We apologize to the LGBTQ+ community, particularly the transgender community, for any distress we caused,” stated BOS Nation FC. “We take pride in being part of the most inclusive sports league globally and are dedicated to upholding the unifying values that characterize the NWSL and our club.”
The team took down the launch video from X and Instagram following the backlash and pledged to make more thoughtful decisions in the future: “Thank you to everyone who has held us accountable and urged us to do better. We hear you and will work together.”
