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Months after publicly introducing itself to the NWSL, BOS Nation FC is officially getting a rebrand. The NWSL expansion club in Boston confirmed Friday that it will be renaming the team in the near future, after a failed brand rollout in October led to backlash from fans.
The franchise announced that it would be rebranding at a watch party for the start of the NWSL season, saying that the new name would be revealed in the coming weeks, and that a new crest would unveiled this summer. After the negative feedback on BOS Nation, the club turned to fans for input on the team’s branding going forward.
“The club extends our heartfelt thanks to our supporters, whose passionate voices we deeply value — not just for their unwavering support but also for their honest and critical feedback,” majority owner Jennifer Epstein said in a statement shared with multiple outlets.
“We could not have completed this process without your input. We aim to build a lasting legacy that makes all our fans feel welcome, connected, and proud to wear our colors and cheer our name for generations to come.”
“Boston, you’ve wait long enough. We are changing out club name,” the team wrote in a post on social media, changing its display name to “Coming Soon FC” as a placeholder.
The previous name, an anagram of “Bostonian,” received swift criticism from fans, with others lamenting the marketing campaign — a video noting the men’s teams in the area, with the tagline “Too Many Balls” — used to promote the name. The franchise quickly pulled back much of its marketing and merchandise, and later publicly apologized for the rollout, admitting that they “missed the mark.”
Based on social media posts, the team’s colors — green with pink as an accent color — appear to be staying the same.
This is not the first time that a team has pivoted after a somewhat disastrous rollout. Racing Louisville FC, which joined the NWSL in 2021 as an expansion team, underwent a total rebrand after its first concept was not well-received by fans. The team was originally called Proof Louisville FC, a reference to bourbon whiskey, but rebranded to another Kentucky staple (horse racing) to much greater success.
Boston’s NWSL team is set to being play in 2026 alongside another recently-announced expansion club in Denver. The teams will be the 15th and 16th to join the league, which added Bay FC and the Utah Royals last year.
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