A month after Boston’s NWSL expansion team, BOS Nation, launched its brand, the club appears to be considering a name change following a name and brand rollout that was widely criticized.
The team, which will join the league in 2026, said Wednesday it launched a process to “seek out, listen to, and reflect on” input on its name from fans, supporters, and “a group of advisors assembled to reflect a diverse range of voices and perspectives.”
“We want to assure you that we have heard your feedback and are actively listening,” a statement from the club said. “We share your high expectations, and together, we will build a storied club that reflects the essence of the beautiful game and the character of our dynamic city.”
The team’s name and brand rollout came with a “Too Many Balls” marketing campaign featuring cameos from current and former male Boston athletes, including Tom Brady and David Pastrnak, declaring there are “too many balls in this town.” The campaign was met with widespread public backlash, including by some who called the messaging transphobic.
In the wake of the announcement and criticism, the team issued a statement saying it “missed the mark” in its brand launch campaign and apologized to the LGBTQ+ community and the trans community more specifically.
“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,” the club said at the time. “Thank you to all who have held us accountable by calling for us to do better. We hear you and we will, together.”
On Wednesday, the club outlined a list of ways it’s working to “create a club that represents the strength, diversity, and passion” of the community, including hosting forums with fans and other stakeholders, assembling a group of brand advisers and listening to public feedback.
(Photo: Barry Chin / The Boston Globe via Getty Images)
