Whenever a new team joins the NWSL, there is excitement surrounding the news. As the league grows and improves, new franchises help bring more fans and players to cheer for. However, Boston’s expansion team, BOS Nation FC, didn’t exactly do anything to cheer for. From a transphobic campaign to a name that doesn’t excite fans, almost everything went wrong with BOS Nation FC’s branding.
BOS Nation FC’s Branding Missed the Mark
As the NWSL’s 15th franchise, BOS Nation FC had many examples to learn from before launching campaigns. The team, which is joining the NWSL in 2026, launched a campaign that didn’t get the reaction they might have expected. Since this isn’t Boston’s first team in the NWSL, the city was initially excited to have representation again. In the past, Boston had the Boston Breakers, which played for the WUSA from 2001 to 2003. Then, they played in the WPS from 2007 until 2012, when the league folded.
The last appearance for the Boston Breakers was when they played in the NWSL for a couple of years. From 2013 to 2017, Boston had a NWSL team to cheer for. So when Boston received an NWSL expansion team in 2023, people were rightfully excited to have a new team. However, no one expected BOS Nation FC to miss the mark completely. The launch…
