The entry of Bos Nation FC into the NWSL hadn’t gone the way they must have anticipated. Since securing expansion rights as the league’s 15th team, they have faced significant challenges. From controversy over the club’s name to complications with the city’s stadium plans, the team has found itself writhing under negative light—culminating in the departure of a former owner. However, as they navigate through adversity, the up-and-coming club has taken a crucial step that can be seen as a move toward positive development.

As reported by Sports Business Journal, Bos Nation has hired Amina Bulman as its first CRO. This name might ring a bell or two among a few, and you’re not wrong. Many also know her as the Chief Brand & Strategy Officer of the Washington Commanders. For the NFL side, she manages business intelligence, marketing, content, alumni relations, merchandise, and community engagement. Additionally, she is responsible for governance, strategy, and business planning for the organization.

But now with her new role at the NWSL club, it’s practically homecoming for Bulman. As a Boston native, she is a graduate of Harvard Business School while having attended Winsor School as well. Likewise, Amina pursued a Bachelor of Arts with majors in Ethics, Politics & Economics / American Studies from Yale University.

“Boston has always been home for me, and it’s not that often that you get a chance to build a new team in your hometown at a moment when women’s sports are taking off,” Bulman said while speaking to SBJ. “The NWSL is like the fastest growing league in the country right now, and it just felt like an opportunity that was too good to pass up.”

Notably, this major addition to Bos Nation’s board comes just days after Boston Globe Media CEO Linda Pizzuti Henry unexpectedly withdrew her investment from Boston Unity Soccer Partners, the ownership group behind Boston’s 2026 NWSL expansion club. The media executive publicly announced her decision in the third week of February. But surprisingly, she had already informed her colleagues internally before the new year.

However, though she is no longer part of the NWSL club’s stakeholder group, the 46-year-old extended her best wishes to Bos Nation and its leadership. “I remain very excited about the growth and future of women’s sports in Boston and beyond,” said Henry, who is married to John Henry, the principal owner of Fenway Sports Group, that holds controlling stakes in MLB’s Boston Red Sox, Premier League giants Liverpool FC, and the NHL’s Pittsburgh Penguins.

No specific reason was stated for Linda’s withdrawal from Boston’s NWSL investment group. However, one can easily connect the dots by considering the challenges that the new Massachusetts-based women’s soccer club has been facing. Fortunately, this is exactly why Amina Bulman joined as she vowed to change the situation for Bos Nation.

NWSL’s Bos Nation FC has now little to worry

Amina Bulman’s first and foremost role includes bringing stability to the ongoing turmoil at Bos Nation. One major challenge remains the club’s name, which faced backlash after a controversial launch. Stakeholders even considered a name change following the poorly received “Too Many Balls” ad campaign. Many criticized it for its perceived critique of the city’s male-dominated sports scene and for being shortsighted and transphobic. The backlash led to Boston Unity Soccer Partners issuing a public apology.

However, Bulman already has a plan in motion to establish the club as a lasting brand. “Additional details TBD, but our goal is to build a brand that folks are excited about and to have a brand and a name and an identity you know, that fans are excited to wear on their jersey for the next 100 years,” Bulman said. “Similar to the work that I did with the Commanders, we need to be thinking about how we build something that really speaks to not only this generation, but the next generation of soccer fans.”

Notably, the Boston group also came under scrutiny for its agreement with the City of Boston to renovate and lease White Stadium, a publicly owned venue in the city’s southwest. While stakeholders view it as the team’s future home, taxpayer-funded renovations have sparked legal challenges from local residents over rising costs.

A judge previously denied an injunction in early 2024. But a lawsuit to halt the project is now set for trial in March. Adding to the controversy, Boston’s chief of city operations, Dion Irish, testified in January that public funding for the renovations had surpassed $100 million. This has further intensified calls to halt the project.

Be as it may, Bos Nation FC has a lot on their plate. Will the arrival of Amina Bulman could help the NWSL side in navigating their rocky start? Let us know your two cents in a comment below.