NWSL Boston ‘missed the mark’ on marketing campaign

BOS Nation Football Club — Boston’s NWSL expansion team — faced a slew of backlash on social media after the name and marketing campaign were revealed on Tuesday.

There was a lot of criticism about the social media video titled “Too Many Balls” because it pointed out the success of men’s sports and that it’s now time for a women’s team to be in the spotlight. However, in BOS Nation’s social media video, the Boston Fleet — Boston’s PWHL team — was left out.

The club released a statement on Wednesday admitting they “missed the mark.”

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“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 you and we will, together.”

As of Wednesday afternoon, the video remained up on the official X account. Though the same video appears to be edited on the team’s Instagram and TikTok accounts.