The TJ Maxx logo will adorn the front of Boston Legacy’s primary and secondary jerseys for the next several seasons, the first front-of-kit partner for the NWSL club that begins play next year.
The multi-year partnership is the first major sponsorship for the Legacy and marks a first official jersey sponsorship for the off-rate apparel retailer, whose parent company TJX Companies is headquartered in Framingham.
Emily Trent, senior vice president of marketing for TJ Maxx, said in a press release that the company “shares values and a hometown” with the Legacy.
“This organization reflects our ambition to celebrate women’s individuality, uplift players’ unique stories on and off the field and inspire more fans to tune into the exciting world of women’s sports,” said Trent. “From championing their personal stories to their personal style, TJ Maxx cannot wait to show up for the players, coaches and fans on gameday and beyond all season long.”
Former and current USWNT players Alex Morgan and Naomi Girma, as well as the WNBA’s Napheesa Collier and Aliyah Boston, a Boston Legacy investor, are among the women athletes who have appeared in sponsored social media posts for TJ Maxx associated with women’s sports.
Branding from TJ Maxx will be ubiquitous throughout Gillette Stadium during home next season, as well as across media backdrops and fan merchandise.
“Partnering with TJ Maxx goes far beyond a logo on our kit,” said Jennifer Epstein, controlling owner of BLFC. “This collaboration reflects a shared commitment to authenticity, confidence, and individuality – values that define both our athletes and our fans. Together, we’re elevating the connection between sport, style, and community, and we’re proud to have our crest displayed alongside TJ Maxx beginning in 2026.”
The two entities will also make a donation to Dream Big!, the Boston-based nonprofit that helps improve access to sports for girls and young women from economically disadvantaged communities.
The kit design will be revealed next year.
Michael Silverman can be reached at michael.silverman@globe.com.
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