The National Women’s Soccer League is eagerly anticipating the introduction of a new team in Boston, which will be known as Boston Legacy FC. This announcement was made on Wednesday, marking a significant change from a previous name, BOS Nation, that was disclosed last October. The original branding faced backlash due to its controversial marketing approach titled “Too Many Balls,” which numerous individuals found to be offensive. Within a day, the team issued an apology, admitting that their attempt to launch a “bold and buzzworthy brand” had not been well-received.
Having carefully considered the perspectives of fans and key stakeholders, the team opted for a rebrand earlier this month. The process involved surveys and comprehensive analyses to ensure that the new name would resonate with the community and supporters. Jennifer Epstein, the controlling owner of the team, remarked on the freshly adopted name, stating, “Our name is just the beginning.” She emphasized the importance of building a team characterized by dedication, commitment, and grit. The team’s values aim to reflect Boston’s spirit of competition, passion, and pride, paying homage to those who have contributed to the city’s rich history of women’s professional sports.
Fan insights and advice from experts in women’s sports played a crucial role in the decision-making process. Among these advisers was Kristine Lilly, a legendary figure in women’s soccer, known for winning the Women’s World Cup with the U.S. national team. Lilly expressed her enthusiasm for the new team, saying, “I look forward to watching the Boston Legacy build a club for a new generation while honoring those who helped build the game.” She shared her excitement for the future of women’s soccer and her intention to support Boston Legacy FC passionately.
In the coming months, the team plans to introduce a crest and additional branding elements to further define its identity. Alongside Boston Legacy FC, a new team in Denver is set to join the league, raising the total number of teams in the NWSL to 16 when they begin their inaugural season next year.