The National Women’s Soccer League’s newest team, Boston-based BOS Nation Football Club, apologized Wednesday after its name reveal and brand campaign launch was criticized online.
BOS Nation, the 15th club to join the NWSL, revealed its name Tuesday alongside a citywide ad campaign called “Too Many Balls.”
The campaign refers to an array of “balls,” including old, new, steel, cold and goat “balls,” with the last mention cutting to a video clip of former New England Patriots quarterback Tom Brady saying, “Wait, what?” The video also featured an array of Boston’s professional sports teams, namely the New England Patriots, the Red Sox and the Celtics — which are all men’s sports teams.
Many users on social media criticized the ad for its emphasis on male athletes. “Why are we making our NWSL announcement about men?” a user wrote on X.
Other users complained that the campaign assumes that only men have balls, arguing that it makes the campaign transphobic.
In its apology Wednesday, BOS Nation FC said “we missed the mark” and apologized to “the LGBTQ+ community and to the trans community in particular for the hurt we caused.”
“We fully acknowledge that the content of the campaign did not reflect the safe and welcoming environment we strive to create for all,” it continued.
The statement added that the club is “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.”
BOS Nation thanked “all who have held us accountable by calling for us to do better.”
“We hear you and we will, together,” the statement ended.
BOS Nation is led by Boston Unity Soccer Partners, which describes itself as an “all-female core ownership group.” It’s led by the founder of Juno Equity, Jennifer Epstein, a minority owner of the Boston Celtics. Stephanie Connaughton, Ami Danoff and Anna Palmer will be managing partners.
“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 a statement during the club’s name reveal Tuesday.