Boston NWSL Club Changes Name to Boston Legacy Football Club
New Name, New Legacy
The BOS Nation FC moniker is no more. The NWSL expansion team set to debut in 2026 has finally chosen an official name: Boston Legacy Football Club.
The name is meant to invoke Boston’s sports history as well as the city’s significance as an innovation hub.
“Our name is just the beginning,” said Boston Legacy’s controlling owner Jennifer Epstein. “It’s what we build together, through dedication, commitment, and grit that will give it life. We aim for our values to reflect a city that breathes competition, passion, and pride, and to pay tribute to those who paved the way before us, including the game changers who helped build previous women’s professional teams in Boston. We are also focused on the future, for the next generation of players and fans who will carry forward what we build today.”
After a disastrous marketing campaign and consequent apology in October 2024, the club requested the public’s feedback to determine next steps in correcting its brand’s trajectory. The team held forums with supporters, women’s sports advocates, and city leaders over the past five months.
The club received hundreds of name suggestions and narrowed it down to a 14-name shortlist, which will not be publicized. Some of the well-liked names were scrapped due to existing trademarks or other legal reasons.
The team hired an analytics and market research firm to survey hundreds of Boston women’s sports fans, including different minority groups, for quantitative testing.
Boston Legacy also worked with 31 brand advisors, including women who work for the Celtics, ESPN, and in disability inclusion. BLFC had a series of guiding principles it wanted the name to encapsulate, such as honoring the city’s history and diversity, celebrating the women’s sport, and avoiding colonial, war, or nautical themes.
“I look forward to watching the Boston Legacy build a club for a new generation while honoring those who helped build the game,” said former USWNT and Boston Breakers player Kristine Lilly, who also advised the club on the name. “It is an exciting time for women’s soccer and I look forward to cheering on the Boston Legacy.”
The NWSL Boston Independent Supporters Association, the team’s first supporters group, who also expressed disappointment over the October advertising campaign, is appreciative of the team’s commitment to engaging with the community.
"We are incredibly grateful that the team undertook a thoughtful and comprehensive branding process in response to fan feedback,” the ISA told The Blazing Musket. “We are also very excited for this new chapter of Boston sports history which we hope will bring Boston sports fans together, united in support of our club, Boston Legacy Football Club."
The team will reveal its crest in the following months, and confirmed with The Blazing Musket that the primary color will remain green.
Massive improvement. And now they can be the Legs🙂