Nearly sixteen years ago the Boston Breakers were officially unveiled as Massachusetts’ only professional women’s sports team, inspiring young female athletes who idolized players like Heather O’Reilly and Kristine Lilly. To any little soccer girl like myself, the Breakers were just cool… and effortlessly so.
Fast forward to today, and while women’s professional sports in Massachusetts have flourished with teams like the Boston Fleet and the Boston Renegades, last week’s rollout of newcomer BOS Nation FC was a marketing misstep marked by cringe-worthy branding and a tone-deaf campaign. The messaging was muddled, the name overly cute, the approach too defensive. The franchise never landed on a simple, powerful message that embraced rather than offended this sports-heavy region.
While we could critique further, it’s time to take the L and focus on getting back in the win column. Here’s how BOS Nation can do that:
Let the club’s good intentions shine naturally
BOS Nation has an incredible group of women leaders and investors. These are women who are widely respected and admired. The team should continue to leverage their influence by amplifying their voices and showing that BOS Nation is driven by smart, capable women with a vision for the future of women’s sports in and outside of Boston.
Build solidarity with Boston’s thriving women’s sports scene
Rather than distancing themselves, BOS Nation should create partnerships and solidarity with the city’s existing women’s pro teams. Together, they can form a united front, advancing a shared narrative of empowerment and community. The more the team integrates with the current sports ecosystem, the more credible and authentic their presence will become.
Fully embrace Boston’s championship culture
Boston is synonymous with sports dominance and a legacy of winning. Rather than trying to stand apart as the “new team in town,” BOS Nation should position itself as an addition to the city’s proud tradition of champions. While they’ll have to prove themselves on the field when they begin play in 2026, Boston fans are always eager to welcome new hope for victory.
Invest in a campaign do-over
Create a campaign that reflects Boston – focusing on nostalgia, local pride, and the city’s winning spirit. Boston is home to champions, and it’s where athletes are not just born, but bred. Thousands of young female athletes across Massachusetts dream of playing for their hometown, just as Kristine Lilly, Kristie Mewis and Steph McCaffrey did. With BOS Nation, that dream can now become a reality for the next generation. If there’s a player from Massachusetts on the roster, enlist her as the face of the campaign, elevating that hometown connection. The campaign could also feature other Massachusetts athletes like Gabby Thomas or Aly Raisman, celebrating the state’s rich tradition of producing elite female athletes.
Walk the line between inclusivity and reality
In today’s world, there’s an expectation and responsibility of inclusivity and awareness, especially when it comes to women’s sports. BOS Nation must honor this, but they also need to remain authentic. It’s not about being overly bold with messaging, but about meeting people where they are. The organization should focus on amplifying the voices and lived experiences of the women behind the scenes and on the field while understanding their audience’s expectations.
While it’s essential to elevate women’s voices, there must be recognition that not everyone is at the same level of understanding or acceptance. Progress takes time, and some people may never fully get there. Instead of pushing too hard, we can do a better job of helping people evolve by finding common ground, rather than being confrontational. Every woman should live boldly, speak boldly, and be bold. But if we truly want to bring society along on this journey, we need to find ways to engage people at their own pace, encouraging them to grow with us.
Fans like me want to see BOS Nation succeed, but that success has to come from a place of genuine representation, not forced messaging. Keep the creativity but ground it in authenticity and reality. While inclusivity and empowerment are vital, they must be balanced with a realistic understanding of their audience and the nuances of the sports landscape. With a thoughtful approach, BOS Nation FC can find its footing and eventually become a beloved part of Boston’s sports community.
After all, everyone loves a good comeback story.
