Advertisement

BOS Nation apologizes for 'Too Many Balls' announcement video: 'We missed the mark'

BOS Nation wanted the video to be "bold and buzzworthy," but that is not how it was received by fans

liz roscher
Staff writer
·2 min read
7
Boston, MA - October 15: Fans during a kickoff celebration for NWSL's Boston franchise at Dick's House of Sport. (Photo by Barry Chin/The Boston Globe via Getty Images)
Boston, MA - October 15: Fans during a kickoff celebration for NWSL's Boston franchise at Dick's House of Sport. (Photo by Barry Chin/The Boston Globe via Getty Images)

The NWSL's newest expansion team has released a public apology one day after launching the club's new name and branding campaign.

The Boston-based expansion team announced that its name would be BOS Nation FC on Tuesday, releasing a video to trumpet the big news. The video, which is centered on the concept of "Too Many Balls," did not spark a positive reaction among fans.

Why would a women's soccer team, noted for its diverse fan base and especially its passionate LGBTQIA+ fans, choose "too many balls" as a concept? The statement Bos Nation released on Tuesday didn't shed much light on that decision, but the organization acknowledged that it had missed the mark with its campaign, apologized, and promised to do better.

While we had hoped to create a bold and buzzworthy brand launch campaign, we missed the mark.

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.

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. Thank you to all who have held us accountable by calling for us to do better. We hear and we will, together.

The name BOS Nation, which is an anagram of "Bostonian," has also fallen flat among fans. Many of the replies to their apology post on X include calls for the team to change the name.