BOSTON — Boston’s new addition to the National Women’s Soccer League (NWSL) is undergoing a rebrand before even entering the field of play. The team, expected to debut next year, announced on Friday evening that it will replace its current name, BOS Nation, in the near future. The original unveiling of the BOS Nation name in October was met with widespread criticism due to its promotional effort titled “Too Many Balls,” which was deemed offensive by many. Following the backlash, the team issued an apology and acknowledged that their attempt to launch a bold and engaging brand did not succeed as intended.
The decision to pursue a rebrand was reached after consulting with fans and stakeholders, coupled with various surveys and analyses. In a statement, Jennifer Epstein, the majority partner of the team, expressed gratitude towards the fans, emphasizing the significance of their passionate and honest feedback. She noted that the rebranding process would not have been possible without their valuable input. Epstein conveyed the club’s ambition to craft a long-lasting legacy that resonates with all supporters, making them feel welcomed, united, and proud to support the team for years to come.
The inclusion of the new Boston team, alongside another expansion team in Denver, will elevate the NWSL to a total of 16 teams once they start competing next year.
