Boston Legacy FC, the soon-to-launch expansion side from US women’s soccer’s NWSL, have announced their first-ever front-of-shirt sponsor ahead of its 2026 debut, with retail chain TJ Maxx taking up the prominent branding spot.
TJ Maxx branding will appear in the primary front-of-shirt slot for all Boston Legacy home and away jerseys across the 2026 campaign, covering both the regular season and postseason.
In addition to this, TJ Maxx will gain branding presence across the club’s 20,000 Gillette Stadium home (which the team will use during the renovation of its permanent home at White Stadium), and the brand’s logo will appear on interview backdrops through the season, and on fan merchandise also.
Furthermore, as the club’s official apparel and fashion partner, the pair will collaborate on activations surrounding the team’s roster of players, which includes Spain’s Alba Caño (currently on loan at Spanish giants FC Barcelona) and Venezuela international Barbara Olivieri.
This 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.
The growth of sports apparel and merchandising in recent years has seen teamwear achieve crossover appeal not just from fans, but for those in the fashion world and others treating sports teams akin to lifestyle brands, creating greater chances for revenue uplift.
With this in mind, this apparel-focused partnership with a major US retailer could be a move from Boston Legacy to entrench themself in a growing marketplace.
For TJ Maxx’s part, this represents the brand’s first entry into women’s soccer front-of-shirt sponsorship.
TJ Maxx is based in Massachusetts, as is its parent company TJX, so for the Legacy franchise, this makes the company a strong local brand to strengthen its alignment with its home market.
The 2026 NWSL season will begin on February 20, and run through the November 21 NWSL Championship game.
Recently, the league agreed a deal to significantly expand its broadcast coverage, with Disney-owned ESPN and its sister channel ABC to increase their coverage from 20 games this season to 36 in 2026 and 2027, including all ‘Decision Day’ games.
In addition, Paramount-owned CBS Sports’ coverage will increase from 24 to 38 matches, with 13 games aired on CBS (including the league’s championship game), 20 on the CBS Sports Network, and five games on a platform yet to be decided.
The league also added a fifth domestic rights partner in the form of Victory+, the free ad-supported streaming TV channel, which will show 57 games per season, including 25 weekly Sunday primetime matches.
The addition of Boston Legacy FC and Denver Summit FC, the other expansion team, will add 32 games to the league’s schedule overall.
