Aly Raisman, the celebrated Olympic gold medalist, quietly made her latest career move into sports ownership. However, her involvement is being largely overshadowed by controversy surrounding the club’s ad campaign. Raisman joined the National Women’s Soccer League (NWSL) as part of the expansion team BOS Nation FC, marking a significant new chapter after her retirement from gymnastics. Unfortunately, a marketing misstep has diverted attention from the legendary gymnast’s role in promoting women’s sports, raising questions about how effectively this new franchise is managing its grand entrance into the league.

Just a few days ago, the Boston Unity Soccer Partners, who were awarded the NWSL franchise last year, officially unveiled the team’s name and identity. BOS Nation FC, set to debut in 2026, was designed to symbolize the city’s rich sports culture. Additionally, the name was envisioned as an anagram of ‘Bostonian,’ with ‘championship green’ as its primary color.

Aly Raisman’s BOS Nation FC faces backlash over the controversial ‘Too Many Balls’ campaign

Beyond the aesthetic and branding elements, the team boasts an all-women ownership group, featuring prominent names from the sports and entertainment industries. Massachusetts natives Elizabeth Banks and Aly Raisman are leading the ownership team. However, the excitement surrounding these announcements was quickly tempered by backlash over a marketing campaign that did not land as intended.

BOS Nation FC’s “Too Many Balls” campaign, which is a rather tongue-in-cheek reference to Boston’s history of male-dominated sports success, was meant to launch the team with a bold statement. However, it was quickly met with criticism, especially from the LGBTQ+ community. A video advertisement was circulated to promote the sports program of Raisman and Banks. It featured quips like “Boston loves its balls” and concluded with the line, “No balls necessary,” aiming to underscore the idea of a new era of women’s sports in the city. 

However, for many, including NWSL player Quinn, who identifies as transgender and nonbinary, the messaging of the ad campaign felt exclusionary and harmful. The team swiftly issued an apology, admitting that they “missed the mark.” The team stated, “We fully acknowledge that the content of the campaign did not reflect the safe and welcoming environment we strive to create for all.” They further added, “We apologize to the LGBTQ+ community and to the trans community in particular for the hurt we caused.” However, the cure did not come to full rescue.

Raisman’s vision for BOS Nation FC compromised after a controversial campaign took over the market

Although they took down the video and stopped the campaign, such a controversy has jolted the positive impacts of the team’s launch. They also pledged to take better steps in the future. “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 NWSL and our club,” the team posted on X. “Thank you to all who have held us accountable by calling for us to do better. We hear you, and we will, together.” 

Aly Raisman, however, had different plans when she embarked on this venture. Her involvement and the club’s mission to champion women’s sports took a backseat as the controversy overshadowed their cause. For Raisman, joining the ownership group represents more than just an investment; it’s an opportunity to influence the sports landscape in a city she has long called home.

Becoming a part of NWSL, Aly Raisman stated, “I’m excited for the BOS Nation FC players to experience the same love and passion I’ve received from the Boston community and look forward to watching them inspire the next generation.” Her statement signaled her hopes for the club’s role in inspiring future generations of athletes. Unfortunately, the controversy has muted the attention on her meaningful contributions to the new franchise.