The Bos Nation Football Club has issued an apology after releasing a trans-exclusionary advertising campaign when unveiling their team name.
So the agency behind "Too Many Balls" is Colossus Creative. They've turned off comments on their IG posts. I hope they enjoy the check. pic.twitter.com/DcLbRS81dP
— T.L. Pavlich (@tlpavlich) October 15, 2024
The NWSL is returning to Boston. The brand rollout was a disaster, the team admits.
— Margaret Fleming (@mgfleming12) October 16, 2024
Explaining Bos Nation FC's "Too Many Balls" campaign, from a promotional video that fans called transphobic to a team apology this afternoon.https://t.co/4TZoNAicRM
the marketing department for BOS Nation is either a room full of 13 year old boys or 53 year old women, there simply cannot be any in between
— kris 🤙⚽️ (@Kristance77) October 15, 2024
On Tuesday, the Boston's National Women's Soccer League (NSWL) team announced their team name, BOS Nation, and released a minute-long promotional video featuring male athletes and the slogan "Too many balls".
"Boston. The city of champions. A legacy filled with trophies, banners, rings, and balls. Old balls. New balls. Steel balls. Cold balls. Even goat balls," said the narrator in the video. "Yeah, Boston loves its balls. But maybe there are too many balls in this town."
I saw a billboard driving into Boston today that just said TOO MANY BALLS and thought it was for a dumb sports blog. Turns out it's for a women's soccer team??? https://t.co/VUzduXwPbt
— Theunder Scoregoog (@The__Goog) October 15, 2024
You simply can’t girlboss your way into making anyone like “Bos Nation” or your weird devotion to the whole (awful, exclusionary) “too many balls” shtick. Please throw it all in the garbage and either start over or just bring back the Breakers 🫠
— Kylee Garson (@kyleegarson) October 15, 2024
Everything about this @nwsl Boston expansion is a total train wreck. They're playing at a high school football field with no parking, they have an absurd name, and their marketing revolves around TERFy testicular wordplay. Massive step backwards.
— Spooky Ross 💀☠🕷🕸🦇🎃😱👹 (@RossMeenagh) October 16, 2024
The ad campaign received criticism from social media users, who pointed out that it furthers transphobic rhetoric already seeking to exclude transgender people from sports.
"The "Too Many Balls" launch from @NWSLBoston is even more disgusting when you realize that it's happening in a place where trans kids can actually play sports in this country," wrote one disappointed user.
The “Too Many Balls” launch from @NWSLBoston is even more disgusting when you realize that it’s happening in a place where trans kids can actually play sports in this country. https://t.co/KnzwMCUsho
— Anne. (@anneraker) October 16, 2024
"This is such a stupid campaign. BOS Nation FC is such a stupid name.I hate the vibes this video gives off that I can't really place. It feels like its trying to empower but not only falls on its face but it comes off as malicious and cold," said another user.
This is such a stupid campaign.
— Michael Battista (@MichaelBattista) October 15, 2024
BOS Nation FC is such a stupid name.
I hate the vibes this video gives off that I can't really place. It feels like its trying to empower but not only falls on its face but it comes off as malicious and cold.
Just terrible. #NWSL https://t.co/uTfJjN9mnj
I still can’t believe nwsl Boston just said “fuck women and the lgbtq+ community” and was like “BALLS”
— bella (@bellaplaysbass) October 16, 2024
On Wednesday, the club's leadership issued an apology to their fans following the negative online response to the campaign.
"We fully acknowledge that the content of the campaign did not reflect the safe and welcoming environment we strive to create for all," read the statement. "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 NSWL and our club." the statement continued.
Posts relating to the ad campaign were removed from the club's social media, and the "toomanyballs.com" website was retired.
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