Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and clicking through the Boston Globe, when I came across Michael Silverman’s piece about the naming of the National Women’s Soccer League’s new Boston franchise.

Boston’s new professional women’s soccer team established its identity with what it believes is a boss move Tuesday.

The “BOS Nation Football Club” name is a play, team leaders explained, not only on “Boston” (with a nod to Logan Airport) but also on the “boss” mind-set needed by players to command attention and, ultimately, win championships here . . .

A number of billboards reading “There Are Too Many Balls In This Town” went up around Boston this past weekend, a cheekycampaign designed to show that the National Women’s Soccer League team that is scheduled to begin play in the spring of 2026 is intent on elbowing its way onto a vaunted local pro sports stage.

Kind of . . . well . . . ballsy – no, Doc?

– Jump Ball

Dear JB,

Here’s that billboard.

But wait! There’s more!

Via Michael Silverman: “A video accompanying the campaign features references to an array of ‘balls,’ such as old, new, steel, cold, and goat — the last mention followed by a quick video clip of Tom Brady saying, ‘Wait, what?’”

In general, the BOS Nation campaign has gone over like the metric system. First there was Print contributor Charlotte Beach’s blowtorching of the name itself.

BOS Nation FC is a terrible name for a sports franchise because, to put it bluntly: it’s corny as hell. “Lady Boss” culture and the “Girl Boss” discourse is over. In fact, it never started. It’s an inherently dated and regressive concept that is the opposite of empowering. “BOS Nation” is trying too hard. It wants so badly to be cool, and there’s nothing less cool than wanting to be cool.

Beach’s piece sports the “feels like satire” headline, but her thorough dismantling of this “lasagna of disrespect” should be read in its entirety.

As night follows day, the NWSL quickly moonwalked away from the balls-out advertising, as detailed by NBC News reporter Kyla Guilfoil (among others).

The National Women’s Soccer League’s newest team, Boston-based BOS Nation Football Club, apologized Wednesday after its name reveal and brand campaign launch garnered criticism online . . .

Many users on social media criticized the club’s ad for its emphasis on male athletes. “Why are we making our NWSL announcement about men?” one user on X wrote.

Other users complained that the campaign assumes that only men have balls, arguing that it makes the campaign transphobic.

The Doc’s diagnosis: The whole thing is bollocks.