NWSL Boston Picks Colossus for Visual Identity, Campaign and Launch of New Team

Boston Unity Soccer Partners (BUSP), the ownership group of Boston’s much anticipated NWSL expansion team have selected Colossus to create the brand identity and launch campaign. The all-female core ownership group, was awarded an expansion bid to become the league’s 15th team and Boston’s next major professional sports addition. 

Colossus will work across all mediums developing the visual language, social, web, video, activation, out of home, public art and Kit/apparel design (in collaboration with Nike). The agency was awarded the business after a pitch in February.

“As we embark on a thrilling journey to create the brand for Boston’s new NWSL team, we are teaming with innovative and daring partners that share our passion for excellence,” said Stephanie Connaughton, managing partner NWSL Boston. “We are excited to collaborate with Colossus and tap into their unparalleled expertise for brand building across design, strategy and advertising. Our goal is to create and launch a brand that captivates the imagination and deeply resonates with our passionate audience in Boston and beyond.”

The NWSL Boston expansion team will take the pitch in 2026, bringing world-class women’s soccer back to a region synonymous with championships and recognized as one of the most devoted fan bases in all of global sport.

“We are bringing a whole new perspective to Boston sports.” said Colossus GM of design, Allison Doherty. "NWSL Boston is quite literally changing the game in a town that is deeply rooted in tradition. But there is also an appetite for something new and exciting and radically inclusive in this city.  It’s not about normalising women’s sports anymore. It’s about showcasing brilliant athletes in every form. That kind of provocative approach is a perfect fit for us."