Boston’s Women’s Soccer Team to Rebrand After Backlash

UPDATE MARCH 26: The NWSL club announced today that they will officially be known as Boston Legacy Football Club.

Boston's highly anticipated new professional women’s soccer team, set to debut in 2026, is undergoing a significant rebranding effort after facing backlash from a controversial marketing campaign last fall. Originally named BOS Nation FC, the team’s initial campaign, which featured the slogan "Too Many Balls," sparked controversy, particularly within the transgender community. In response to the backlash, Chief Revenue Officer Amina Bulman announced that the team would be changing its name, with a new one to be revealed soon following extensive fan input and rebranding efforts.

Photo Credit: Boston NWSL

The initial marketing campaign, while aiming for bold and attention-grabbing, was met with strong criticism. The slogan, "Too Many Balls," was seen by many as insensitive, especially by members of the transgender community who felt the messaging was exclusionary and dismissive of gender identity issues. In light of the response, the team leadership acknowledged the need for a more inclusive approach and began working closely with fans and stakeholders to choose a new name that better reflects the values of the club and its diverse fanbase.

Amina Bulman, the team’s Chief Revenue Officer, shared that fan engagement would be a cornerstone of the rebranding process, ensuring that supporters' voices were heard in selecting a name that fosters a sense of community and respect. This shift towards inclusivity has been welcomed by many, and anticipation is growing for the announcement of the new name.

Along with the branding issues, the team faces additional challenges in securing a permanent home. White Stadium, the planned home of the team, is undergoing significant renovations. Originally budgeted at $50 million, renovation costs have now doubled, with public funding for the project surpassing $100 million. This spike in costs has raised concerns, especially given the ongoing legal challenges surrounding the stadium’s redevelopment.

A lawsuit filed by opponents of the renovation is set for trial, and mayoral candidate Josh Kraft has publicly criticized the bidding process, questioning the allocation of public funds. Despite these challenges, the team’s leadership remains committed to the long-term goal of establishing a professional women’s soccer presence in Boston. They are optimistic that the stadium will eventually become a state-of-the-art venue for the team and its fans.

Despite the hurdles, the excitement surrounding the return of professional women’s soccer to Boston continues to build. The team’s leadership has emphasized that their focus remains on fostering a strong connection with the local community and ensuring that the team represents the city’s values of inclusivity, diversity, and passion for the sport. Fans have expressed growing enthusiasm as the 2026 season approaches, eager to support the team and witness the first professional women’s soccer matches in Boston in years.

As the team works through its branding and stadium challenges, the future looks promising for women’s soccer in Boston. With fan support and a commitment to creating an inclusive and welcoming environment, the new team is poised to make a lasting impact on the city’s sports culture. Stay tuned for updates on the team’s new name and the progress of the stadium renovations—Boston’s professional women’s soccer team is about to make its mark!