Identifying a strong identity for Boston’s new women’s soccer team

Growth

objectives

A group of women-led investors sought to launch a professional women’s soccer team in Boston with a name that would resonate with fans and reflect the identity of the team and city. With the working name “BOS Nation” receiving mixed early reactions, the group wanted to assess whether alternative names would generate stronger fan interest and brand alignment.

Challenge

Naming a new sports franchise is a high-stakes decision. The selected name would need to appeal to core fan demographics, convey local pride, and stand out in a competitive and values-driven sports landscape. The client needed evidence to support a confident decision—before moving forward with branding and promotion.

Key questions

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Which potential names are considered most appealing and appropriate by target fans?

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Does the current working name, “BOS Nation,” hold any real advantage?

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Are there naming options that better reflect the values and identity of women’s professional soccer in Boston?

How we did it

Astrea used a MaxDiff research approach to evaluate 14 name options provided by the client. We surveyed Boston-area sports fans with an interest in soccer—focusing on individuals most likely to support the new team. Participants reviewed names in randomized sets and selected the most and least appealing, as well as the most and least appropriate for a women’s soccer club in Boston.

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Key learnings

The research found that “BOS Nation” was not a strong contender, with many alternatives performing better on both appeal and appropriateness. One name clearly stood out: “Boston Legacy FC.” This option emerged as the top choice overall and across key fan sub-groups. “Boston Emerald” also performed strongly, offering a compelling secondary option. Importantly, “BOS Nation” had no greater awareness than the other names—indicating the opportunity to pivot branding without losing momentum.

Outcome

Based on Astrea’s findings, the ownership group selected Boston Legacy FC as the team’s official name. The research provided a confident, evidence-backed path forward—ensuring the brand launch would begin with a name that reflected fan values and generated excitement.