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

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

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 a day after launching the club’s new naming and branding campaign.

The Boston-based expansion team announced Tuesday that its name would be BOS Nation FC and released a video to announce the big news. The video, which focuses on the “Too Many Balls” concept, did not elicit a positive response from fans.

Why would a women’s soccer team known for its diverse fan base, and especially its passionate LGBTQIA+ fans, choose “too many balls” as a concept? The Statement issued by Bos Nation on Tuesday didn’t shed much light on that decision, but the organization admitted it missed the mark with its campaign, apologized and promised to do better.

Although we hoped to create a bold and attention-grabbing 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 everyone and apologize to the LGBTQ+ community, and particularly the trans community, for the harm we have 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 everyone who held us accountable by calling us to do better. We are listening and will do it together.

The name BOS Nation, which is an anagram of “Bostonian,” also doesn’t resonate with fans. Many of the responses to her apology post on X include calls for the team to change the name.