As the city braces for a wave of major tourism events this summer, Mayor Michelle Wu’s tourism chief is stepping down from his role at the end of the month to join Boston’s new women’s professional soccer team, Boston Legacy FC.
John Borders IV, who has served as the city’s director of tourism, sports, and entertainment since 2023, will be the team’s senior vice president of partnerships, where he’ll “play a key leadership role in community and charitable initiatives,” according to the team.
“As we continue building Boston Legacy Football Club, John will play a critical role in shaping partnerships that strengthen both our business and our connection to the communities we serve,” Amina Bulman, the team’s chief revenue officer, said in a statement to The Boston Globe.
Borders’ departure comes at a busy time for tourism in the city. Boston is preparing to host the FIFA World Cup FanFest on City Hall Plaza this summer, with thousands of fans expected to pour into the city to cheer on teams in coordination with the seven World Cup matches happening in Foxborough between June and July.
A fleet of tall ships is also returning to Boston Harbor in mid-July. The six-day event, part of the Sail250 celebration honoring the country’s 250th anniversary, is expected to draw millions of visitors. And the city expects to hold one of the country’s largest Independence Day celebrations on July 4, part of a series of events that began last year honoring the anniversary of the American Revolution.
In a statement shared by the team, Borders said he was “incredibly honored” to join the organization “during such an exciting time for professional women’s soccer and for the city.”
Borders’ landing spot is notable. Boston Legacy FC, the National Women’s Soccer League team that held its home opener over the weekend, is bearing the bulk of the cost for the closely-watched, redevelopment of White Stadium. Under an agreement with the city, the team will spend at least $190 million on the renovation and will pay more than $62 million to the city over the coming years for maintenance, improvements to Franklin Park, and other community benefits. The city will cover $135 million of the project’s total $325 million cost.
Wu’s mayoral opponent in 2025, Josh Kraft, accused the mayor of conducting a “rigged” bidding process, after records showed that Jennifer Epstein, now the controlling manager of the team, was in communication with the city about a proposal to renovate White Stadium as early as September 2022. Epstein’s coalition, Boston Unity Soccer Partners, was the only group to submit a proposal when the city issued its request in 2023. Wu, at the time, refuted Kraft’s claim.
A Dorchester native, Borders previously worked at VTH & Madison, a Boston consulting firm, and served as the senior manager of community engagement for the Boston Celtics. Wu appointed him to his role leading the city’s tourism department in 2023. He made roughly $135,000 in 2025, according to city payroll data.
Wu, in a statement, described him as “a tremendous leader for our city and a driving force in showcasing Boston’s vibrant neighborhoods and community spirit to the nation and the world.”
“I can’t imagine a better choice for this exciting opportunity,” she said.
Wu’s office did not immediately say who would replace Borders.
Kelly Garrity can be reached at kelly.garrity@globe.com.