The NWSL’s new expansion team in Boston encountered significant backlash this week over its marketing campaign titled “Too Many Balls.” This initiative included a video that highlighted Boston’s rich professional sports history while introducing the team name, BOS Nation FC. The campaign received criticism for its messaging, notably from Seattle midfielder Quinn, who identifies as transgender and nonbinary, who remarked, “Feels transphobic. Yikes.”
The promotional video, launched alongside the team name reveal, referenced the sporting achievements in Boston, predominantly from men’s teams. The narrator proclaimed, “Boston loves its balls” and suggested that “there are too many balls in this town.” It concluded with, “We are BOS nation, where anything is possible. No balls necessary,” except for soccer balls.
In response to the adverse feedback from members of the LGBTQ+ community and others, the team promptly removed the video from its website and shut down the related TooManyBalls.com site. The organization later released a statement on X, formerly known as Twitter, acknowledging that their marketing strategy did not meet expectations.
“We missed the mark with an attempt to create a bold and buzzworthy brand launch campaign,” read the statement, per ESPN News Services. “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.”
NWSL Boston rollout failed to acknowledge existing women’s sports teams in city
The criticism extended beyond the campaign’s messaging. Sam Mewis, a Massachusetts native and former USWNT star, pointed out that the team’s marketing overlooked existing women’s sports teams in the area, such as the Boston Fleet of the PWHL.
Jennifer Epstein, part of the team’s ownership group alongside actress and director Elizabeth Banks and Olympic gold medalist Aly Raisman, stated that the campaign aimed to foster a community-focused team.
“I’m really looking forward to see the community’s response,” Epstein expressed to The Associated Press during the initial announcement.
In their apology, BOS Nation FC emphasized their commitment to the NWSL’s core values.
“We are 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,” the team noted on X, expressing gratitude to those who voiced their concerns about the campaign.
“Thank you to all who have held us accountable by calling for us to do better. We hear you and we will, together.”
Image Source: NWSL @ Instagram
