Boston Legacy FC, the latest US women’s soccer franchise, have announced Boston-based airline JetBlue as an official partner days before their debut in the top-tier NWSL.
Under the multi-year partnership, JetBlue becomes the official and exclusive airline partner of the club and will provide travel for players and staff while gaining in-stadium signage at home matches and features within the club’s away travel content series.
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The partnership will also include activations by JetBlue throughout the franchise’s inaugural NWSL season.
The partnership was brokered by the properties division of Excel Sports Management, which has been Boston Legacy’s partnerships agency of record since October 2024, before the Legacy brand was even in place.
Stephanie Evans Greene, senior vice president of marketing and brand at JetBlue, said: “As the Official Airline of Boston Sports, JetBlue is proud to partner with Boston Legacy FC and support the continued growth of women’s professional sports in the city.
“For more than 20 years, we’ve connected Boston to its favorite destinations, and we look forward to supporting the club’s athletes and staff with comfortable travel as they represent the city across our network.”
Boston Legacy joins JetBlue’s strong slate of regional sport partnerships, which includes agreements with soccer’s New England Revolution (MLS), American football’s New England Patriots (NFL), ice hockey’s Boston Bruins (NHL), basketball’s Boston Celtics (NBA), baseball’s Boston Red Sox (MLB), and the Boston Athletic Association.
Domè Guasch, Boston Legacy’s general manager, added: “As we continue building a premier organization committed to the performance, health, and overall well-being of our players, it’s essential that every aspect of their experience — including travel — reflects that standard.
“JetBlue shares our commitment to excellence and care, ensuring our team travels comfortably so they can stay focused on preparing to compete at the highest level.”
JetBlue, meanwhile, joins Boston Legacy’s growing list of commercial partners, including retail chain TK Maxx, which secured front-of-shirt sponsorship for the club’s debut season, and asset management firm Voya Financial, which joined as its inaugural back-of-shirt partner.
Last month, Boston Legacy announced regional carmaker Hyundai Motor America as its sleeve partner under a multi-year deal and added Collegium Pharmaceutical as an official partner.
Elsewhere in US soccer, Mauricio Culebro, the former chief operating officer of the Mexican Football Federation, has been named president of soccer for MLS side Atlanta United and the newly awarded NWSL franchise set to join in 2028.
The appointment will see Culebro join AMB Sports and Entertainment (AMBSE), the sports ownership group of Arthur Blank, which includes the NFL’s Atlanta Falcons and TGL's Atlanta-based golf team, with Culebro reporting to AMBSE chief Rich McKay.
Atlanta United staff, including chief soccer officer and sporting director Chris Henderson, senior vice president of strategy Dimitrios Efstathiou, and senior vice president, chief business officer Sarah Kate Noftsinger, will now report to Culebro.
Culebro is set to have a key role in shaping the 17th NWSL franchise, which was awarded to Blank in November and will debut in the 2028 season.
Culebro said: “I am excited to put my experience, passion, and commitment at the service of Atlanta United and NWSL Atlanta 2028, working alongside a great team to build long-term projects our fans can feel proud of – teams that truly represent the passion, energy, and ambition of this city.”
Culebro joins with over 20 years of experience in soccer. In addition to leading the Mexico Football Federation’s planning for multiple host cities for the upcoming 2026 FIFA World Cup, he served as president of Club America and Tigres UANL, two of Mexico’s biggest soccer clubs.
Most recently, he spent five years overseeing the men’s and women’s teams at Tigres. During that time, the men’s team won the top-tier Liga MX, Campeon de Campeones, and Campeones Cup titles, while the women’s side was crowned Liga MX Femenil champions four times and won three Campeon de Campeones Femenil titles.
Blank said: “As we progressed through the search process, Mauricio’s impressive experience and clear vision to elevate our clubs made him an outstanding fit to lead Atlanta United and NWSL Atlanta 2028.
“While he may be new to MLS and the NWSL, Mauricio is not new to building and operating successful global soccer clubs, and I am fully confident in his ability to help return Atlanta United to the level our fans deserve, while leading the launch of our NWSL club.”
