In advance of Boston Legacy FC’s inaugural season, Excel partnered closely with the club to develop a best-in-class on-kit strategy designed to maximize brand value and on-field impact for a new franchise entering the market. Working collaboratively with club leadership, Excel aligned TJ Maxx as the front-of-shirt partner, Voya as the lower back partner, and Hyundai as the sleeve partner – creating a balanced, premium sponsorship ecosystem across the uniform. From partner alignment and placement strategy to long-term value creation, the comprehensive approach ensured the kit launched as a powerful commercial platform and established a strong foundation for the club’s brand and revenue growth from day one.