The Boston-based expansion team in the National Women’s Soccer League (NWSL) announced on Friday its decision to rebrand following backlash from the transgender community over its marketing campaign last October.

Originally set to be named BOS Nation FC, the team launched the campaign with the slogan "Too Many Balls" during a branding event in the fall. The slogan quickly sparked intense criticism, including from Quinn, a transgender NWSL player for the Seattle Reign, who described the branding as "transphobic" on Instagram.

Faced with mounting public pressure, the club swiftly abandoned the slogan, issued a formal apology, and thanked those who voiced their concerns. "We fully acknowledge that the content of the campaign did not reflect the safe and welcoming environment we strive to create for all, and we apologize to the LGBTQ+ community and to the trans community in particular for the hurt we caused," read the team's statement. Another statement added, "We hear you and we will, together."

In a move to distance itself from the October controversy, the club not only dropped the slogan but decided to change its name entirely. Jennifer Epstein, the team’s majority owner, expressed gratitude for fans' candid feedback, stating, "We aim to build a lasting legacy that makes all our fans feel welcome, connected, and proud to wear our colors and cheer our name for generations to come."

The team also brought on Amina Bulman as its Chief Revenue Officer earlier this month. Bulman is known for her work with the NFL’s Washington Commanders during their rebranding from "Redskins," signaling a commitment to inclusive and thoughtful marketing strategies.

The controversy comes amid broader political debates over trans inclusion in women’s sports. Over the past six months, lawsuits and federal investigations have highlighted the contentious topic, with surveys indicating that a majority of Americans, including Democrats, oppose trans athletes competing in women’s sports. A New York Times/Ipsos survey found that 79% of participants believe biological males identifying as women should not be allowed in women's sports.

The issue even played a role in the 2024 election results, with exit polls showing 70% of moderate voters considered the topic important, and 6% identifying it as the most critical issue. As the Boston team moves forward in its rebranding journey, it’s clear that efforts to balance inclusivity and public opinion will remain central to its strategy.

Marketing News

Boston Women’s Soccer Team Rebrands Amid Transgender Backlash Over Slogan