NWSL expansion team rebrands as the Boston Legacy after shedding previous name
After having to apologize for its first team name reveal, the expansion National Women's Soccer League team in Boston has a new moniker: Boston Legacy FC.
The name unveiled Wednesday replaces BOS Nation, which was announced last October with a widely criticized marketing campaign , 'Too Many Balls,' which some considered offensive.
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Forbes
a day ago
- Forbes
Boston Legacy FC Is In Its Trust-Building Era With New Logo, Identity
Boston Legacy FC unveiled its new crest and visual identity on June 7. Launching a new sports franchise in today's day and age is no easy feat. Financial logistics aside, ensuring the organization's branding and marketing is seemingly flawless is of the utmost importance, especially with critics quick to share their displeasure on social media. Establishing brand equity in a highly competitive sports market dominated by legacy brands is a delicate balance as upstart franchises try to create their own identity to stand out from the crowd. Boston Legacy FC, the NWSL expansion franchise formerly known as BOS Nation FC, learned this the hard way as it now seeks to build trust amid a rebrand before stepping on the field. 'There are no shortcuts to trust, frankly,' Boston Legacy FC chief revenue officer Amina Bulman said. 'It's won conversation by conversation, day over day. We're putting in the work and we're trying to show our fans, our collaborators and our community that we're in it for the long haul, and we really appreciate and value that they've given us a second chance to build a brand they can be really proud of. 'I think folks sense when you're really authentic about that and they are still working with us and walking with us as we build this organization.' Led by Boston Unity Soccer Partners, an all-female ownership group comprised of Jennifer Epstein, Stephanie Connaughton, Ami Danoff and Anna Palmer, the expansion side set to take the field in 2026 faced its first setback in October 2024 after unveiling its original name—an anagram for 'Bostonian'—and a questionable accompanying marketing campaign titled 'Too Many Balls,' that many deemed offensive. The club apologized and retracted most of its marketing before officially announcing a rebrand in March, and thus, Boston Legacy FC was born. With a new name in tow, the club needed to double down on its crest, branding and visual identity in order to avoid any further setbacks and discontent. During a five-month design process led by renowned graphic designer Matthew Wolff, the club listened, learned and compiled information and feedback via focus groups, stakeholder interviews, and quantitative and qualitative research. Boston Legacy FC unveiled its new crest and visual identity on June 7. The new Boston Legacy FC crest and visual identity pays homage to a Boston staple of integrity and ... More grit, the swan. Paying homage to a cultural fixture of Boston and the Emerald Necklace, which features Boston Public Garden, the swan is a 'relentless protector, renowned for being loyal to the end and aggressively territorial.' Its eight feathers represent the eight original NWSL teams, including the Boston Breakers, with more specific symbolism and subtleties throughout. 'I think folks are so excited about the narrative behind the swan and they really get how it stands for both Boston and women's sports in the NWSL,' Bulman said. 'So I've been thrilled with the reception.' The Boston Legacy FC rebrand was a different animal for Bulman, who was part of the Washington Commanders' rebrand after the legacy NFL franchise announced in July 2020 it was retiring its 'Redskins' name it had used since 1933. The team was known temporarily as Washington Football Team from 2020-21 before announcing in 2022 it would be known as the Commanders moving forward. 'The Redskins brand had been around for 90 years,' said Bulman, Washington's former chief brand & strategy officer. 'People remember going to games with their grandparents so there was all this brand equity built up in the existing organization. It was really deeply emotional for people to go through that rebrand. 'One of the things that made rebranding (Boston Legacy) different was that lack of history, but people had such deeply emotional responses to that first brand launch, so we really had to start with the basics and rebuild trust from Day 1. When you don't have a long track record, there isn't that time to build trust and you don't have that long history to build back on—those many years of history fans still hold dear. For us, it was really about, 'Let's throw everything out the window and start from scratch and build this hand-in-glove with our fans.'' Still a year out from officially competing in the NWSL on the field, Boston Legacy recently confirmed it would play its inaugural season at Gillette Stadium in nearby Foxborough, Mass., as it continues the redevelopment of its home at White Stadium in Franklin Park via a public-private partnership with Boston Public Schools. Despite the temporary home for 2026, Bulman said the club's inaugural season will benefit from the pedigree and history of Gillette Stadium, home to the New England Patriots and New England Revolution, as they put the final touches on White Stadium in anticipation of its sophomore campaign. '(Next year) for us is about introducing our fans to the sport and the club, and 2027 will be the season we welcome them home to White Stadium,' she said. 'We're very excited to be launching at Gillette—it's the home of the World Cup next year, it's a world-class venue and it's the stadium people know when they think about New England. 'So in terms of our goals in Year 1, which need to be about introducing our club and our brand to fans, having Gillette as a partner is incredible. I'm also very glad we're going to be building our own stadium. Women's sports deserve their own venues and this is going to be a professional-grade, all-electric stadium, purpose built for women's sports.'
2 days ago
Cori Dyke scores late goal in the Orlando Pride's 1-0 win over the Houston Dash
Cori Dyke scored her first National Women's Soccer League goal in the ninth minute of second-half stoppage time to give the Orlando Pride a 1-0 win over the Houston Dash on Saturday night. Elsewhere in the NWSL, the Kansas City Current won 2-1 on the road over NJ/NY Gotham FC; Angel City was held to a 2-2 tie by the Chicago Stars in Los Angeles; and Bay FC defeated the Portland Thorns 1-0 at home. In the dying moments at Inter & Co Stadium, the ball ricocheted to Dyke's feet after a save from Dash goalkeeper Abby Smith. Dyke, who was subbed into the game at halftime, settled the ball quickly with one touch and unleashed a shot inside the near post on the half volley. A defensive Houston side, which started the game without a recognized center forward, withstood a barrage of pressure from Orlando in the second half. The Pride (7-3-1) finished with 22 shot attempts. Smith made seven saves, while nine shots were blocked by Dash players. The Dash (3-6-2) are now winless in three games. Temwa Chawinga and Michelle Cooper scored and notched an assist each as the first-place Kansas City Current defeated NJ/NY Gotham FC 2-1 at Sports Illustrated Stadium on Saturday. The Current (9-2-0), who have won four in a row, took an early lead with Cooper opening the scoring in the third minute. The U.S. women's national team forward drilled the ball into the net from 10 yards out after Chawinga had intercepted a pass from Emily Sonnett just outside the box. Cooper returned the favor when her low cross was finished off by Chawinga to make it 2-0 in the 11th minute. Chawinga took one touch to evade Gotham goalkeeper Ann-Katrin Berger, before finishing. Gotham (3-5-3) pulled a goal back in the 11th minute of stoppage time via an own goal by Vanessa DiBernardo. Rose Lavelle made her first appearance of the season for Gotham after ankle surgery in December 2024. The U.S. Olympian came off the bench to replace Taryn Torres in the 74th minute. Mary Alice Vignola scored the equalizer in the 80th minute and Angel City salvaged a 2-2 with the Chicago Stars. Angel City (4-4-3) took a 1-0 lead into halftime on Kennedy Fuller's goal from inside the box in the 29th minute. Chicago (1-8-2) made it 1-1 just before the hour mark when an attempted cross from substitute Nadia Gomes took a wild deflection and looped over the head of goalkeeper Angelina Anderson. The Stars went up 2-1 up when Ally Schlegel scored from 25-yards out in the 66th minute. Anderson got one hand to the shot but could only tip the ball onto the crossbar and into the back of the net. Vignola rocketed in a rebound from close range to make it 2-2. The tie was Alexander Straus' first game as Angel City head coach. Straus, who has never previously coached in the NWSL, arrived from Bayern Munich last week. Alyssa Malonson scored her first career NWSL goal and Bay FC overcame the Portland Thorns 1-0 at PayPal Park. The Bay defender ran onto a pass by Penelope Hocking and smashed the ball into the roof of the Portland goal from a tight angle in the 39th minute. The Thorns finished the game with 55% possession and with 16 shots to Bay's 10. The loss ended a five-match undefeated streak for Portland (4-3-4). While Bay (4-4-3) picked up its fourth clean sheet of the season. Bay is the first team to prevent Portland from scoring since April 18.
Fox Sports
2 days ago
- Fox Sports
Cori Dyke scores late goal in the Orlando Pride's 1-0 win over the Houston Dash
Associated Press Cori Dyke scored her first National Women's Soccer League goal in the ninth minute of second-half stoppage time to give the Orlando Pride a 1-0 win over the Houston Dash on Saturday night. Elsewhere in the NWSL, the Kansas City Current won 2-1 on the road over NJ/NY Gotham FC; Angel City was held to a 2-2 tie by the Chicago Stars in Los Angeles; and Bay FC defeated the Portland Thorns 1-0 at home. In the dying moments at Inter & Co Stadium, the ball ricocheted to Dyke's feet after a save from Dash goalkeeper Abby Smith. Dyke, who was subbed into the game at halftime, settled the ball quickly with one touch and unleashed a shot inside the near post on the half volley. A defensive Houston side, which started the game without a recognized center forward, withstood a barrage of pressure from Orlando in the second half. The Pride (7-3-1) finished with 22 shot attempts. Smith made seven saves, while nine shots were blocked by Dash players. The Dash (3-6-2) are now winless in three games. Chawinga and Cooper star as Current beats Gotham 2-1 Temwa Chawinga and Michelle Cooper scored and notched an assist each as the first-place Kansas City Current defeated NJ/NY Gotham FC 2-1 at Sports Illustrated Stadium on Saturday. The Current (9-2-0), who have won four in a row, took an early lead with Cooper opening the scoring in the third minute. The U.S. women's national team forward drilled the ball into the net from 10 yards out after Chawinga had intercepted a pass from Emily Sonnett just outside the box. Cooper returned the favor when her low cross was finished off by Chawinga to make it 2-0 in the 11th minute. Chawinga took one touch to evade Gotham goalkeeper Ann-Katrin Berger, before finishing. Gotham (3-5-3) pulled a goal back in the 11th minute of stoppage time via an own goal by Vanessa DiBernardo. Rose Lavelle made her first appearance of the season for Gotham after ankle surgery in December 2024. The U.S. Olympian came off the bench to replace Taryn Torres in the 74th minute. Vignola scores equalizer as Angel City held 2-2 by Chicago Stars Mary Alice Vignola scored the equalizer in the 80th minute and Angel City salvaged a 2-2 with the Chicago Stars. Angel City (4-4-3) took a 1-0 lead into halftime on Kennedy Fuller's goal from inside the box in the 29th minute. Chicago (1-8-2) made it 1-1 just before the hour mark when an attempted cross from substitute Nadia Gomes took a wild deflection and looped over the head of goalkeeper Angelina Anderson. The Stars went up 2-1 up when Ally Schlegel scored from 25-yards out in the 66th minute. Anderson got one hand to the shot but could only tip the ball onto the crossbar and into the back of the net. Vignola rocketed in a rebound from close range to make it 2-2. The tie was Alexander Straus' first game as Angel City head coach. Straus, who has never previously coached in the NWSL, arrived from Bayern Munich last week. Malonson scores and Bay overcomes Thorns 1-0 Alyssa Malonson scored her first career NWSL goal and Bay FC overcame the Portland Thorns 1-0 at PayPal Park. The Bay defender ran onto a pass by Penelope Hocking and smashed the ball into the roof of the Portland goal from a tight angle in the 39th minute. The Thorns finished the game with 55% possession and with 16 shots to Bay's 10. The loss ended a five-match undefeated streak for Portland (4-3-4). While Bay (4-4-3) picked up its fourth clean sheet of the season. Bay is the first team to prevent Portland from scoring since April 18. ___ AP soccer:
