Boston Legacy FC unveiled as NWSL expansion team’s 2nd nickname in 5 months
The National Women’s Soccer League expansion team in Boston has officially rebranded itself as Boston Legacy FC, following a controversial initial team name reveal. The team had initially announced itself as BOS Nation last October, accompanied by a marketing campaign titled “Too Many Balls” that received backlash for being offensive.
After issuing an apology for the misstep, the team made the decision to change its name to Boston Legacy FC. The decision was made after extensive conversations with fans and stakeholders, as well as surveys and analysis. The team’s controlling owner, Jennifer Epstein, emphasized that the new name symbolizes the dedication, commitment, and grit of the team, reflecting the competitive and passionate spirit of the city of Boston.
Fan feedback and input from independent brand advisers connected to women’s sports played a crucial role in the selection of the new name. The team conducted studies that narrowed down 500 suggested names to 14, with input gathered through listening sessions with community members. The final name was chosen after eliminating options that did not align with the team’s criteria, which included avoiding themes related to colonial, Revolutionary War, and nautical references.
The selection process also included a survey involving over 1,000 participants, including core testing groups and subgroups such as Hispanic sports fans and members of the LGBTQ+ community in Boston. Former U.S. women’s national team star Kristine Lilly was among those advising the club, expressing excitement for the Boston Legacy’s future and its commitment to honoring the game’s pioneers.
The team plans to unveil a crest and additional branding in the coming months as it prepares to join the NWSL alongside an expansion team in Denver, bringing the league’s total number of teams to 16. The Boston Legacy FC is poised to make its mark in the league with a fresh identity that celebrates the city’s rich soccer history while looking towards the future of women’s soccer.
