Voya Financial Backs Boston Legacy FC in Strategic NWSL Play

BOSTON, MA – January 16, 2026

Boston’s newest professional sports team, Boston Legacy FC, has secured a significant multi-year partnership with Voya Financial, naming the Fortune 500 company as its official lower back-of-kit partner starting with the 2026 National Women's Soccer League (NWSL) season. The deal establishes Voya as the club's exclusive financial services partner and underscores a major strategic investment in the rapidly expanding world of women's professional sports.

As part of the agreement, Voya’s logo will be featured on the primary and secondary jerseys for all matches. The partnership extends far beyond on-field branding, however, as Voya has also been selected to manage the club's new employer-sponsored retirement plan, signaling a deep integration into the team's operational and financial future.

“We are thrilled to welcome Voya Financial to Boston Legacy FC’s growing roster of partners,” said Jennifer van Dijk, Team President of Boston Legacy FC. “Our club is built alongside partners who believe in long-term stability, the power of investing early, and creating flexibility for the future. Voya’s focus on financial confidence aligns with our vision to build a club that endures and delivers meaningful, lasting value for our fans, our players, and our community."

Capitalizing on the NWSL's Meteoric Rise

Voya's move is a calculated entry into one of the fastest-growing markets in sports. The NWSL has experienced an unprecedented surge in commercial interest, viewership, and attendance. In 2024, league teams collectively generated $75 million in sponsorship revenue, with the finance and healthcare sectors leading the investment charge at over $25 million combined. This growth is fueled by a landmark four-year media rights deal worth $240 million—a staggering 40-fold increase from the previous agreement—which has dramatically expanded the league's visibility across platforms like CBS, ESPN, and Prime Video.

The audience is growing just as quickly. The 2024 NWSL season attracted a total viewership of 18.7 million, with the championship match alone drawing nearly one million viewers on CBS. Live attendance has also become a major success story, with the league surpassing two million fans in 2024 and averaging over 11,000 per game for the third consecutive season. With average team valuations soaring by 57% to $104 million in 2024, Voya is not merely sponsoring a team; it is investing in a high-growth cultural and economic phenomenon.

"Voya is proud to team up with Boston Legacy FC at such an exciting time for women’s sports and with our presence growing in Boston,” stated Heather Lavallee, CEO of Voya Financial. “This partnership is more than a logo on a jersey; it’s about helping people and the communities we serve take greater control of their financial lives and reach their goals.”

A Deepening Commitment to the Boston Community

The partnership also represents a significant "double down" on the Boston market for Voya. The announcement follows the company's recent opening of a new office in the city's bustling Seaport District, signaling a concerted effort to strengthen its regional footprint. By aligning with a local sports franchise that has already demonstrated a deep connection to its fanbase, Voya is embedding itself into the city's cultural fabric.

The collaboration includes several community-focused initiatives designed to create tangible value beyond the stadium. At home games, Voya's presence will be felt through "The Voya Grove," a planned community hub, and the "Voya Suite Level," which will offer unique fan engagement experiences. The two organizations have also pledged to partner on key community initiatives, reinforcing a shared commitment to making a positive impact across the greater Boston area.

This local focus is critical for a team like Boston Legacy FC, which rebranded from its initial name after an extensive fan feedback process, demonstrating its responsiveness to the community it aims to represent. The club is set to play its inaugural 2026 season at Gillette Stadium before moving to a newly developed White Stadium in 2027, further cementing its long-term place in the city's storied sports landscape.

From Financial Planning to On-Field Performance

At its core, the partnership is built on a shared narrative of long-term planning and financial empowerment. By taking on the role of managing Boston Legacy FC's employee retirement plan, Voya moves beyond traditional sponsorship into a role of tangible support for the club's athletes and staff. This move aligns with a growing trend in women's sports, where financial literacy and long-term security for athletes are becoming central points of discussion.

“With the opening of our new wealth management office, we’re strengthening our ties to Boston,” said Jay Kaduson, CEO of Workplace Solutions at Voya Financial. “From day-to-day financial planning to saving and preparing for retirement, we look forward to helping the club’s employees – and the broader community – build financial confidence and success on and off the field.”

Voya's investment places it among a growing list of financial institutions recognizing the value and brand alignment offered by women's sports. Companies like Ally Financial, which pledged to equalize its ad spend between men's and women's sports, and JP Morgan Chase, a founding partner of the WNBA's Golden State Valkyries, have set a precedent. These partnerships are increasingly seen as effective ways to connect with a values-driven audience, particularly Gen Z, and demonstrate a commitment to diversity, equity, and inclusion—key pillars of Voya's own corporate social responsibility platform.

As Boston Legacy FC prepares for its highly anticipated home opener on March 14, 2026, the partnership with Voya Financial stands as a foundational pillar. The team's kit, which will be revealed closer to the season, will now carry the emblem of a partner invested not just in the club's immediate success, but in the long-term financial legacy of its players, employees, and the Boston community itself.