In the ever-evolving panorama of sports nomenclature, simplicity reigns supreme. Boston has boldly stepped into this realm with the announcement of its new professional women’s soccer team, aptly dubbed “Bos Nation FC.” This unconventional designation—an inventive twist on the word “Bostonian,” intended to exude a certain “Boss Energy”—has sparked a cascade of reactions. While opinions vary, one intriguing certainty emerges: such creative and, at times, perplexing team names are steadily becoming entrenched in the fabric of the sports landscape.
In a world where teams in the Major League Soccer and National Women’s Soccer League are frequently discarding familiar animal mascots and historical references, we now witness names like Real Salt Lake, Minnesota United, and New York City FC; a nod of homage to storied clubs across the Atlantic, such as Real Madrid and Manchester United.
Why this shift, you may wonder? The answer lurks within the labyrinth of trademark law. With the burgeoning interest in women’s sports—revitalized by an influx of new teams—the available pool of charismatic mascot names has shrunk considerably. The Professional Women’s Hockey League, birthed from a merger of two rival leagues last year, exemplifies this movement, opting to identify its franchises simply by their geographic locales. In a quest for fan-fueled inspiration, they quickly discovered that many popular suggestions had already been claimed, as revealed by Amy Scheer, a veteran executive with a history at the NFL and Major League Soccer’s New York Red Bulls.
“This terrain of intellectual property transcends borders with distinct legal frameworks,” remarked Scheer, capturing the existential angst of aspiring teams grappling with the reality that every catchy name they consider seems already snatched up. Yet, as they gear up for the following season, anticipation builds around reviving traditional names like the Minnesota Frost and New York Sirens.
A Simmering Shift in America’s Major Leagues
On another front, the Arizona Coyotes’ recent relocation to Utah has prompted them to temporarily rebrand themselves as the Utah Hockey Club, a placeholder while fans engage in the naming process—rumors soar that the whimsical “Yeti” is leading the pack. Meanwhile, the club is effectively pilfering the allure of its NBA counterpart, donning the “Jazz Bear” for added charm at home games.
Perhaps the most notorious case of cautious rebranding remains the saga of Washington, D.C.’s NFL team. Eschewing its long-standing moniker, the Redskins, deemed offensive by many Native Americans, the franchise meandered through two seasons under the moniker Washington Football Team before settling on “Commanders” in 2022. Exhibit A: the multitude of suggested names from eager fans—like “RedWolves”—that collided with trademark woes. Further illustrating this shift, Major League Baseball’s Cleveland Indians embraced change, metamorphosing into the Guardians, inspired by a local landmark.
This time, Boston’s women’s soccer team has opted for unorthodoxy, but not without attracting its share of controversy. As it endeavors to establish its identity amidst the city’s historically male-dominated sports culture, an audacious ad campaign provocatively proclaimed, “There are too many balls in this town.” The initiative recruited local male sports luminaries, including former Patriots star Tom Brady and Celtics’ Jaylen Brown, only to be swiftly retracted a day later—apologies flowed when the campaign was deemed transphobic.
“While we aimed for a bold and audacious branding reveal, we acknowledge we missed the mark,” expressed the team in a clarifying statement.
Regardless, “Bos Nation FC” appears poised to endure. It marks a distinct pivot from its predecessor, the Boston Breakers—a franchise that, alas, dissolved in 2018, leaving behind a complex legacy.
