The National Women’s Soccer League expansion team in Boston issued an apology for a marketing campaign that sparked backlash from the transgender community and others. The team, known as BOS Nation FC, faced criticism for its 'Too Many Balls' slogan, which was part of the brand launch campaign.
In a statement released on Wednesday, the organization admitted that they 'missed the mark' with the campaign, which was intended to be bold and attention-grabbing. However, they acknowledged that the content did not align with their goal of creating a safe and inclusive environment for all individuals.
The campaign included a video that referenced Boston's sports history, using phrases like 'Boston loves its balls' and 'there are too many balls in this town.' The team's attempt to play on the word 'balls' as a nod to both the city's identity and the sport of soccer backfired, leading to accusations of insensitivity and transphobia.
Following the negative feedback, the team removed the video from its website and deactivated the campaign's dedicated website. The team's ownership group, which includes prominent figures like Elizabeth Banks and Aly Raisman, expressed regret over the impact of the campaign and emphasized their commitment to inclusivity.
Seattle midfielder Quinn, a transgender and nonbinary individual, was among those who criticized the campaign, describing it as 'transphobic.' The team's response to the backlash highlighted their dedication to upholding the values of the NWSL and fostering a welcoming environment for all.
As part of their apology, the team thanked those who called for accountability and pledged to do better moving forward. The incident serves as a reminder of the importance of thoughtful and respectful marketing strategies, particularly in the realm of professional sports.
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