The National Women’s Soccer League (NWSL) Boston-based expansion team recently announced that it will be changing its name after facing backlash from the transgender community due to a marketing campaign it had launched back in October. The initial name for the team was BOS Nation FC, and the marketing campaign included the slogan “Too Many Balls,” which was deemed transphobic. A transgender player named Quinn, who plays for the Seattle Reign, spoke out against the team’s branding announcement on Instagram, calling the slogan “transphobic” and prompting the team to quickly abandon it. The team issued a public apology and thanked those who spoke out against the campaign, acknowledging that the content did not reflect the safe and welcoming environment they strive to create for all individuals.
In an effort to distance itself from the controversy, the Boston-based women’s soccer team has decided to change its proposed name and erase all traces of the branding that came out of the October announcement. The club expressed its gratitude to its supporters for their feedback and input, stating that they aim to build a lasting legacy that makes all fans feel welcome, connected, and proud to support the team for generations to come. The team’s majority owner, Jennifer Epstein, emphasized the importance of fan input in the decision-making process and highlighted the commitment to creating an inclusive environment for all fans.
The issue of trans inclusion in women’s sports has become a contentious political topic, with multiple lawsuits and federal investigations emerging in response to situations involving trans athletes. Data suggests that the majority of Americans oppose trans inclusion in women’s sports, with a New York Times/Ipsos survey revealing that 79% of participants believe biological males who identify as women should not be allowed to compete in women’s sports. The issue of transgender athletes in sports even played a role in the 2024 election, with a national exit poll conducted by the Concerned Women for America legislative action committee showing that 70% of moderate voters found the issue important, and 6% considered it the most important issue.
The club recently hired Amina Bulman as its new chief revenue officer, bringing on someone with experience in brand strategy from her time with the NFL’s Washington Commanders. The hiring of Bulman is part of the team’s efforts to move forward from the controversy surrounding its initial branding and marketing campaign and create a more inclusive and welcoming environment for fans. The team’s decision to change its name and distance itself from the transphobic slogan reflects a commitment to listening to feedback from supporters and creating a positive legacy for the team that celebrates diversity and inclusivity in women’s sports.
Overall, the Boston-based women’s soccer team’s decision to change its name and address the controversy surrounding its branding and marketing campaign demonstrates a commitment to inclusivity and creating a welcoming environment for all fans. The team’s response to feedback from the transgender community and supporters highlights the importance of listening to diverse perspectives and working to create a positive and lasting legacy for the club. As the issue of trans inclusion in women’s sports continues to be a topic of debate and legal scrutiny, the team’s actions reflect a broader cultural shift towards greater awareness and sensitivity towards LGBTQ+ issues in sports and society as a whole.
