After widespread criticism, BOS Nation FC — Boston’s new National Women’s Soccer League team set to begin play in 2026 — has apologized for its disastrous brand campaign launch.
On Tuesday, the launch revealed the team’s name, along with a citywide ad campaign titled “Too Many Balls.” Included was a video featuring many prominent male sports figures, including Tom Brady being confused after the club made an alliteration of “goat balls.”
The reference appeared to be making light of the fact that there have been many men’s professional teams in the city, without many women’s pro teams. Not included in the video was the city’s PWHL team, the Boston Fleet.
Others criticized the messaging, calling out the anti-transgender sentiment and its emphasis on male athletes. Seattle Reign midfielder Quinn, the league’s first trans and nonbinary player, commented on the NWSL’s instagram post featuring the campaign launch, saying “Feels transphobic. Yikes.”
Quinn’s comment was later hidden, leading them to comment once again. “Love how my comment was ‘hidden by Instagram’ – calling out transphobia shouldn’t be hidden! This doesn’t represent the league and it is such poor messaging.”
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