A Boston Legacy Begins

The National Women's Soccer League debuts in Boston, hear from the President of the Boston Legacy FC on expectations and excitement for year 1 and into the future.

Note: This interview was recorded prior to Boston Legacy FC’s home opener, which took place on March 14, 2026; for their full match schedule, please visit https://www.meetboston.com/legacy-fc/.

https://www.meetboston.com/podcast/

Transcript

Welcome To Boston Found

Meet Jennifer van Dijk

Speaker 2 0:06

Founded four centuries ago, Boston has simply never settled. Conversations here determine the future, so let's discover what's next. Join us as we seek out the real Boston, past and present, through stories and perspectives that capture a city always in motion. I'm Martha Sheridan, CEO of Meet Boston, and this is Boston Found. I'm your host, Martha Sheridan, and today I am delighted to welcome Jennifer van Dijk, the president of Boston Legacy FC. Jennifer, we are so excited to have you here today. We know you've been busy. You have some big happenings coming up this year, and um we want to learn everything there is to know about this incredible women's soccer team coming to Boston. So welcome. Thank you so much for having me. I'm thrilled to be here. Tell us a little bit about yourself, your journey. How did you get to where you are today? What did you do before this role? And, you know, what inspired you to take on this role as president of The Legacy?

President Vs General Manager

Speaker 1 1:10

Oh, I'm so excited about this. So I've spent almost 30 years in the sports business, in different components at large agencies, at the NBA, working for a team, and in very entrepreneurial ventures. And really, I think my career can be summed up in three buckets. One is in revenue creation and generation. So whether that be on behalf of teams or athletes or leagues, as well as the second bucket would really be in innovation. From the beginning, my career has been in digital and content and creating more revenue out of those things as they've evolved. And then the third piece is in culture and team building. And when the opportunity presented itself for the Boston Legacy FC position, to me, it really was the opportunity to bring all three of those skill sets together into the best sports city on the planet and launch a new team.

Speaker 2 2:03

You heard it here, folks. I love that. I'm curious, just for my own education, talk to me a little bit about the role of a president of the club versus the general manager or coach, or like what does that sort of upper management team look like for you?

Speaker 1 2:22

It's a great question because it it's easily hidden in a way. So the the general manager in a soccer club, the general manager is in charge of everything on the pitch from and everything that relates to players. And my role, the president role, is in charge of everything off the pitch, where we play, the sponsorships, the ticket sales, merchandise, accounting, finance, like the fun stuff and the boring stuff.

Speaker 2 2:46

I was gonna say all the fun stuff.

Speaker 1 2:48

Yeah, everything else. And so Dominic Wash, who's our general manager, he and I both report directly to our owner. He's fantastic at his job, and I love what I do. That's great.

Speaker 2 2:58

I've had the opportunity to interact and engage with the ownership group. And what a passionate and incredible group of women. We're so very excited that they've taken this path. And uh, it's gonna be a fantastic, fantastic new entry into the Boston sports landscape. We're we're thrilled.

Women’s Sports Momentum And Models

Speaker 1 3:14

It is so special. And, you know, you you think about women's sports and great women's teams or any sports team, and you don't see women like this leading the charge. You see them involved, but leading the charge, putting their money behind their vision. Uh it's just really a unique opportunity. That's fantastic.

Speaker 2 3:33

Well, it must be very special for you, then I'm sure. Yeah, that's fantastic. So I'd love to learn about sort of women's professional soccer in general. What's different about it from other jobs that you've held, other positions you've had, and what attracted you to this role really?

Speaker 1 3:49

Where we are in women's sports right now is best described as a movement, but it's it's a particular moment in that movement, right? Because this movement has been going on, frankly, for a generation or better already. But the the small progress that has been made or small steps at a time now suddenly have momentum of, you know, an earthquake, right? Sorry, that's a California reference.

Speaker 2 4:13

I would say the the fan base now is really the, I think, the pivotal change in what's going on with women's sports. But you know, maybe you know better. It just seems like it's started to get a lot more traction from a fan perspective.

Speaker 1 4:25

Oh, for sure. That momentum uh and the excitement and enthusiasm, and frankly, like the desire of fans to just be loud about their fandom is a big component of it. I think the other big component that has been a little bit of the behind the scenes is the evolving business models. No one ever wants to see women's sports as a charity. They are real businesses that have incredible PL potential. And you see it in the valuations and the way that all of these teams' valuations are skyrocketing. But a critical piece to underneath that are the infrastructure investments. So investing in great training facilities, investing in stadiums that, you know, women's sports can fill and monetize and profit from. Those are the two big tracks that I think are pushing a lot of this together.

Values: Belonging, Grit, Style

Speaker 2 5:13

That makes a lot of sense because it feels like it's been to this point sort of an adopted child that's moving around from place to place as opposed to really securing women securing themselves in a in a facility they can call their own. And I know we're gonna talk about White Stadium in a few minutes, but for me, that's like a super exciting component of this club's, you know, birth here in Boston. So we will talk about that a little bit. But I do want to just uh go back to sort of your coming here, and you talked a lot about culture building, and it really feels like we've been able to watch for quite some time now here in Boston sort of the branding unfold. From a um a values and branding standpoint, it does really feel like this team or this franchise, this club wants to really reflect the values of this community, which you know, the other teams that are here, the legacy men's teams that are here, have obviously been here for so long and have evolved their values, whereas you get to start like at ground round one and get to know this this Boston, which is different from, you know, the Boston of many, many decades ago. So I'm hearing that a lot of the some of the specific values that you are sort of articulating for the team is belonging, grit, and style, which is, I think, brilliant. Talk to me about these values and how's the team gonna kind of lift those up here in Boston.

Speaker 1 6:40

It really is a phenomenal part of this club's development in that we get to build a club today for the future. And coming in as president, I don't have to build a club that looked like a club 40 years ago just because that's how it used to be done, right? We get to build for the future. And, you know, and frankly, the owners and and the entire team on the field and off the field are committed to doing this differently. And it is in large part driven by these values. And so belonging, obviously, is a is a key part of how do we infuse that sense of belonging in everything that we do. Believe it or not, there's a big segment of people that don't feel they belong in a pro sports environment. And we're seeing it in our ticket holders, our season ticket holders, many of whom are telling us, I've never bought a season ticket to any sport. It's been unattainable. It's been unattainable. It hasn't been like squarely in their interests or their kids weren't into it, whatever. You know, so I think belonging is a really important one. And the, you know, the other side of belonging is is giving everybody that space to, you know, come enjoy and celebrate a fun, incredible team. Grit. Boston is it's gritty, right? We know hard work, we know exactly what it takes, and we are ready to to to you know put the muscle in and do it. And even though I am new to town, I I've known it. I've always known it about Boston, and I and I see it being reflected. And frankly, we're gonna show that on the pitch too. Our team has been crafted to be young, up-and-coming players that are here to win and here to like do it for the city, which of course is the is one of the other values. But before we get to for the city, I think style is style is something that when you build a club for the future, really is something we get to define as we go. And we know we're in a crowded town of title winners, right? And we're here to carve out our own identity in that. And so we're gonna do it with a style that's unique to us. I love that so much.

Speaker 2 8:41

And I do feel like styles over recent years really infused itself into the sports model in general. So we're excited to see see those values play out. And, you know, when you we talk about the word belonging, you know, in our in our worlds at Meet Boston, we are trying to convince people from really all over the globe right now to visit Boston. And we have to give them a why right now because it's got to go beyond the history and the food and all of that, which we know is great, and a lot of cities have that. But there's obviously in this charged geopolitical environment so much skepticism about the United States right now. So we have to tell them that you belong here too. Like that, this is a place where anybody can be themselves, no matter who you are or what you are. So I love the word belonging right now. It just um for us it resonates so much on what we do on a global stage. And it'll be great to have that reflected in this incredible new franchise. So thank you for that. We talked a little bit about being amongst these legendary franchises. And and, you know, we've got some actually great female women teams now as well, which is fantastic. You know, we've um had a women's rugby team for quite a while. And as we're taping this, our women's hockey team, the U.S. women's hockey team, is going to uh the final game at the Olympics with a goalie from the Boston fleet. So I think that's no small potatoes, right? That's a big deal. I just was wondering how are you going to sort of find your place here, right? Is it gonna be weaving into the existing? You can't fight against it, you can't try and surpass it yet. But how what is what's that gonna look like for you all?

Branding And Legacy Green

Speaker 1 10:29

Well, you know, first we have to earn it. And and that's another one of our values too, is integrity. Um, and and we know coming into this that we are here to to earn it in terms of creating an incredible fan experience um and being very fan first and putting a team on the field that can that competes. But the other way to do it is to carve out our own identity visually, right? And a lot of clubs here have a red, white, and blue color palette. Obviously, the fleet have a very unique maritime one and the Celtics have their particular green. But our green, as we say. Right. Yeah. Um, well, we now have Legacy Green entering the fold. And we just announced our first kit or in soccer, it's effectively the jersey, that was uh debuted this past week with a great video with Elizabeth Banks talking all about, you know, really what first light at Boston means and that beautiful color light that that shrouds the city, and it really is our first step onto that stage. And so visually we have an incredibly strong identity with our Swan Crest, this legacy green jersey of ours that uh I think is really gonna help us.

Speaker 2 11:41

You're gonna coin a new Sherwin Williams color, you think? We've got a few of them. Legacy green, legacy green, pitch black, stadium white, and fireberry. That's fantastic. I want them all. Well, it's funny. Um, when I took over here, uh it's been seven years, but a few years into my tenure, we we underwent a re a rebrand of Meet Boston as well. And our logo was the American flag, and it was our colors were red, white, and blue, which was great and fine. But we just felt like now that we we had a chance to sort of be more reflective of what we see Boston as. Not what we see, but what others see Boston as, which is park space. You're gonna be in one of the most well-known parks in the city of Boston soon. Obviously, oceanfront, the water, embracing the water. And we just we use a gold as well, just sort of as the sort of the brightness of this city kind of emerging right now. So it seems like we we all think alike here. And I love that I love that Boston is kind of merging on those thoughts. And I think it me it must mean that there's some something there if we're all seeing it from that perspective.

Speaker 1 12:52

So no, I agree.

Speaker 2 12:59

So speaking of parks, we know you're gonna be moving into White Stadium next year, but this year you will be moving around a bit. Um, you'll be down at Gillette, you'll be in my home state of uh Rhode Island playing at their field in Pawtucket. What's that gonna look like for the fans? Tell me how are you gonna kind of make that a um a special experience, even though you're not in your own house, so to speak.

Year One Across New England

Speaker 1 13:23

Yeah, well, we are certainly in the process of building what we hope is an incredible legacy-defining experience. And what I mean by that is, you know, how do we create a game day that really, no matter where you are, you you know it's us. And from that will stem our own new traditions and our own fan rituals and all of those really good things that make being a fan so fun. Um, and this is gonna be a learning year, a building year of that. We will play a total of eight games at Gillette and mix throughout the season and then seven games in Rhode Island. So that is largely due to the complexity of venue scheduling around a World Cup year, because we're lucky enough to host World Cup matches. Um but I think the other thing is, you know, the uniqueness about Boston too is that we are really a team that kind of gets to own New England if we do it right. And that very much includes, you know, Connecticut and Rhode Island and and all of those places. And so we're very excited to be able to play in both because it gives us a way to sort of expand the brand right away. And also, you know, Centerville is a purpose-built soccer stadium that will feel a lot like White Stadium. They're almost the same size. So it will certainly be on us to build this experience for our fans, but so far they're we're very excited that they're gonna come along for this journey.

Speaker 2 14:45

Well, as a native of Rhode Island and you know, someone who spent my life in this region, I actually think this first season is really gonna allow you to build a a larger fan base that may have. There's a little trepidation on the part of non-Bostonians about driving into our city. So I think you're gonna build that loyalty and they're gonna want to have to come because they're gonna be so excited about this team. So I think it's actually sort of a um a unique twist on what would normally be a first season. I think it's gonna help you out in the long run. So and we'll be there to promote and support you as much as we possibly can.

Speaker 1 15:24

Uh, that's amazing. By the way, they also tell me that it's only 25 minutes further than Foxborough.

Speaker 2 15:29

It's it is actually. Foxborough is equidistant between Providence and Boston, and then you know, you're just um a little bit farther. Well, you're closer than Providence, actually, and from Pawtucket to to uh so you'll be fine. It's gonna be great.

Speaker 1 15:44

I'm from LA. It's a you're from LA.

White Stadium Vision And Community

Speaker 2 15:47

Exactly, exactly. Okay, so let's talk about White Stadium. You know, there's been a lot of discussion around white stadium, some controversy, some uh some embrace it, some maybe not as much, but I know you've been you know leaning into the community, listening to all of those that feedback. Um, how important is the history of that stadium, first of all, for the team and for the ownership? And also how important is your efforts to hear all voices uh for the the future viability of that facility for you all?

Speaker 1 16:22

First of all, understanding what the community wants and needs and and what they are saying and they want to benefit from is incredibly important to us. And we've done, I think, almost 200 meetings with different community members, you know, some mostly public, et cetera, and got a lot of that feedback and have built that into our plans. And, you know, it is at the core of it, sports teams are largely community assets, right? And when you think about a venue like White Stadium, and there is obviously a lot of history to it, fantastic history, like sliced alone, headlining a concert there. I mean, fantastic history. But over time, there was also no money to keep it up. And, you know, we also heard a lot from the community that, you know, kids said it was like the most dangerous field they've ever played on. They were afraid to get injured there and things just because it had fallen into such disrepair. So the opportunity to come together and bring, you know, private investment and the and the public and the city together is really unique. And I and I think will be a model that other cities will follow in sports. And you know, to have a women's team be the primary tenant, if you will, on the on the pro side. To be honest, though, the real primary tenant is Boston Public Schools. They will use it 95% of the time.

Speaker 2 17:47

That's fantastic.

What Fans Can Expect On Match Day

Speaker 1 17:48

Which is amazing. And so it is a massive commitment. Uh we just announced last Friday, it's over $250 million in, you know, in commitment from us. But it really is about having this become a beacon around which other economic development and community growth can happen in its own, you know, in its own ways. And and that's really what we're here for for the next hundred years of what that's for. So can you give us a snapshot of what fans can expect uh from the white stadium experience? For sure. Well, there's a couple different things. So if it's a match day, you'll be able to expect an incredible fan experience. I mean, we'll have seats that are closer to the pitch than in any other stadium, uh, certainly in NWSL, maybe in in other soccer. You'll have incredible amenities, premium clubs, seats, concessions, etc. We also have an area called the Grove, which is allow us to hold 1,500 to 2,000-person community events. So think post-game concert, you know, types of things. But on non-match days, community will have full access to run the stairs or, you know, use the park and and and those types of things. And then Boston Public Schools will have 12 different um sports that have White Stadium as their home venue, which I mean, think about being a young baseball player playing in Fenway. That's amazing. It would be a dream. Yeah. That's amazing. That's so great. We're we're excited for that.

Building A Roster Without A Draft

Speaker 2 19:16

It's gonna be great. Well, we've talked a lot about the sort of the mechanisms around building this club, but obviously the most important thing is the talent and the and what happens on the pitch. So, how do you feel a brand new soccer team amongst, you know, what what will be 16 other soccer teams competing for talent?

Speaker 1 19:45

It got even a little bit harder this year because this is the first, uh, we are the first two expansion clubs ourselves in Denver that won't benefit from a draft. So the the draft was eliminated um in the last collective bargaining agreement, which literally means every player is a free agent. So coming out of college, free agent, right? On a team, if you don't have a signed contract, free agent. So the opportunity for that is incredible in that our team was able to strategically identify a number of different players that you know they thought could fit what they were trying to build. But the challenge in it is you literally go around the world trying to entice players to come to our team. And, you know, being in Boston is a phenomenal asset when you're going to recruit people because you know, people love the city, they would they don't mind playing, uh, don't mind the idea of living in Boston and and wanting to build their careers here. And then you add on top of it, you know, the facilities that we're building and the the type of team and the head coach that we have as well. And and we were able to field a team that I think is gonna compete fiercely. I love that with a lot of grit.

Speaker 2 20:58

With a lot of grid. That's fantastic.

Speaker 1 21:00

And a good amount of style. We have eight international players, including three Brazilians. That's great. Wow, great.

Speaker 2 21:06

Massachusetts has the second highest Brazilian population in America. So those women will feel completely at home here. I hope they do. So I I'm just curious, do they make this their permanent home, or is is it more of a part-time thing during season, or how does how long will they spend in Boston when they are see when it's in season?

Speaker 1 21:26

Yeah, so well, our season is really long. So our season starts in the middle of March, but preseason started in January, really. They came to town. And our regular season ends the first week in November. Oh, okay. So playoffs through November, like kind of around till Thanksgiving almost. And so it really is their home base. Now, some will play on their national teams, you know, some might go on loan to other clubs, but um, but it really will be their home base. And right now, we have most of them living in Quincy. And you said it just like a Massachusetts resident. Good for you.

World Cup Tailwinds For The Club

Speaker 2 21:58

I'm learning. Right on. I love it. So we meant you mentioned um scheduling around the World Cup. Any just any personal thoughts on that? Are you following along? You know, you see the matches that we have here in Boston. We're really thrilled with our draw. So, you know, is there any particular team you're excited to cat to follow, or you know, besides the U.S., obviously?

Speaker 1 22:22

We're incredibly excited about the World Cup here. We think it'll be a huge advantage for our club. I mean, my last name is van Dijk. My dad was Dutch. And so I will be particularly attuned to the Dutch and my brother Virgil. But oh, okay. Oh he's their one of their maintenance. Oh, I love it. Okay. But where are they playing mostly? I don't know, actually, to be honest. Not here. Yeah, no, not here.

Defining Success In Year One

Speaker 2 22:48

We have some great, we have some great teams. You know, France will be uh base camping in Boston. I know. So uh some guy named named Mbappe will be hanging around Boston for um for a few weeks. So that'll be exciting. Pretty good name to run into. Yeah, we're excited. We love the diversity of our lineup, we love the connections that each of the teams has, you know, whether it's nationals or international, worldwide stars or or a connection to the community here in Morocco and Haiti and Ghana. So um, we're super excited for that, for that here. And that what a great way to build up, build up hopefully the frenzy around soccer for you guys to really launch your first season. I mean, there's no better time. Mm-hmm. Yeah, and we're gonna take advantage of all of it. That's fantastic. So uh 16 teams, eight make the playoffs. What will uh success look like for you in your first year?

Speaker 1 23:42

I could tell you that, you know, having a having a productive team that learns and grows together is success. I will also tell you that we think playoffs is success. Because, you know, that's really like we are very focused on building both an incredible fan base and a winning club.

Settling Into Boston And CTA

Speaker 2 24:00

That's fantastic. So you're new to Boston? Impressions. Um, have any favorite spots that you love to visit? Any coffee shops, any restaurants, um, any walking paths that you enjoy?

Speaker 1 24:12

So I'm still learning on the walking path, but I am very into Bar Vlaha. Oh, oh yeah.

Speaker 2 24:18

Well, you caught on quickly. I love that place. That's amazing. Yeah, that's a great spot. It's actually a lot of people's favorite, not even Greek restaurant, restaurant. And Dimitri, the owner, is just an absolute gem. So you mentioned a good spot.

Speaker 1 24:32

They're fantastic, and I keep walking in with legacy gear, and I think a few of them are gonna be fans. I love that.

Speaker 2 24:37

Oh, that's fantastic. That's great. Where can people learn more about the Boston Legacy?

Speaker 1 24:42

Boston Legacy FC or follow us on Instagram.

Speaker 2 24:45

Fantastic. Well, we've enjoyed having you with us today. Thank you so much for joining us on Boston Found, and we wish you only the best this season. Thank you so much for having me, and we'll see you out in a match. Looking to find more Boston stories? Go to meetboston.com and don't forget to share and subscribe to the Boston Found podcast.