NWSL expansion team ‘BOS Nation FC’ issues apology for controversial ‘Too Many Balls’ campaign.
The National Women’s Soccer League (NWSL) expansion team in Boston, ‘BOS Nation FC,’ has issued an apology following backlash over their recent ‘Too Many Balls’ marketing campaign. The team admitted that they “missed the mark” with the campaign, which sparked criticism from the transgender community and others.
In a statement released a day after unveiling the slogan as part of their team name rollout, BOS Nation FC expressed regret, acknowledging that the campaign did not align with the inclusive environment they aim to create. The team apologised specifically to the LGBTQ+ and transgender communities for any hurt caused.
The team’s new name, BOS Nation FC, which is an anagram of Bostonian and plays on the word ‘boss,’ was announced alongside a video celebrating the city’s sports history, primarily dominated by male athletes. The video featured phrases like “Boston loves its balls” and “there are too many balls in this town,” before concluding with a message promoting inclusivity.
Following the release of the campaign, Jennifer Epstein, one of the team’s owners, expressed anticipation for the community’s response. However, the reaction was not as expected. Seattle midfielder Quinn, who identifies as transgender and nonbinary, criticised the campaign as “transphobic” in an Instagram post.
In response to the backlash, the team took down the video from its website, and the campaign website, toomanyballs.com, became inaccessible. While additional details about the campaign were not immediately available, the team emphasised their commitment to inclusivity and stated that they are dedicated to upholding the values of the NWSL and their club.
The team’s statement highlighted their pride in being part of the “most inclusive sports league in the world” and expressed gratitude to those who called for accountability and improvements. BOS Nation FC acknowledged the feedback and pledged to work towards bettering themselves together with the community.
This incident has brought attention to the importance of thoughtful and inclusive marketing campaigns, especially within the sports industry. As BOS Nation FC navigates this situation, they are being encouraged to learn from the experience and continue prioritising inclusivity in all their communications and actions.
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