- Bos Nation FC is an NWSL expansion club scheduled to launch in 2026
- The team launched an advertising campaign on Tuesday but scrapped it after a day.
Bos Nation FC, the NWSL expansion club scheduled to launch in 2026, has pulled its ‘Too Many Balls’ advertising campaign amid uproar over messaging for Boston’s new women’s soccer team.
Among the reactions was an Instagram post by Seattle midfielder Quinn, who identifies as transgender and non-binary, that said, “Feels transphobic.” Oh.’
Just a day after revealing the slogan as part of the launch of the BOS Nation FC team name, the organization said in a statement that “we missed the mark” with an attempt to “create a bold and noteworthy brand launch campaign.” .
“We fully recognize that the content of the campaign does not reflect the safe and welcoming environment we strive to create for everyone,” the team said, “and we apologize to the LGBTQ+ community and the trans community in particular for the harm we caused.” .’
The new name, an anagram of Bostonian that also referred to being “boss,” was announced Tuesday along with a video celebrating the city’s largely male history of professional sports, with the narrator saying: ” Boston Loves Its Balls” and “There are too many dances in this town.
The team launched its ‘Too Many Balls’ ad campaign on Tuesday but scrapped it the next day.
Among the reactions was an Instagram post by Seattle midfielder Quinn, who identifies as transgender and non-binary, that said, “Feels transphobic.” Oh!
Seattle midfielder Quinn (pictured) said he thought the ad campaign “feels transphobic.”
Even former New England Patriots quarterback Tom Brady appeared in the clip when the narrator made a joke about ‘goat balls’ in a play about the retired NFL star’s reputation as the GOAT.
Brady responds to the ‘goat balls’ joke by asking, ‘Wait, what?’
The ad concluded: ‘We are BOS Nation, where anything is possible. No balls are needed,’ with the exception, as the video points out, of a soccer ball.
“I’m looking forward to seeing the community’s response,” Jennifer Epstein, one of the team’s owners, told The Associated Press. Actress-director Elizabeth Banks and Olympic gold medalist Aly Raisman are also part of the all-female ownership group.
But what they got was not what they expected.
The team removed the video from its website and its tooanyballs.com website was a dead link Wednesday. The public relations agency that sent out the press release about the launch sent the team’s statement to the AP, but no further details about the campaign were immediately available.
The club issued a humiliating apology on Wednesday, admitting they “missed the mark.”
Tom Brady is among the athletes featured in the video, which has since been removed.
Fans gather during the celebration of the start of the new NWSL franchise in Boston on Tuesday.
“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 posted on X. “Thank you to everyone who has held us accountable by calling us to do better. We listen to you and we will do it together.’
Another problem with the Bos Nation FC video was that it seemed to ignore the presence of another professional women’s sports team: the Boston Fleet of the PWHL.
The omission did not go unnoticed.
“They also forgot about the other women’s (sic) sports teams in the area, like the PWHL Boston Fleet,” one fan wrote online.
“I don’t understand this marketing campaign at all,” added another. ‘It makes no sense and leaves out the long history of Boston women’s hockey. It’s just sad.’