James Gray leaves FA to become Sunderland Women CEO under Bay Collective | OneFootball

Sunderland Women have appointed James Gray as chief executive, with the FA’s commercial director leaving to head a new era under Bay Collective ownership.

The club said in a statement that Gray will hold executive responsibility for strategic direction, commercial performance, financial sustainability and day-to-day operations, working with Bay Collective leadership to accelerate growth and position Sunderland among the leading organisations in global women's football.

Gray has held senior roles at Disney, Manchester United and Electronic Arts. He expressed pride at joining at a pivotal moment, pointing to momentum in the women’s game and Sunderland’s history and potential.

He stressed that success on the pitch and off-field sustainability go hand in hand, targeting an ambitious, high-performing organisation that can compete at the highest level while remaining true to the club’s values. He also thanked The FA for a rewarding spell and made a smooth transition his immediate priority before starting on Wearside.

Bay Collective CEO Kay Cossington framed the hire as a statement of ambition, praising Gray’s commercial expertise, leadership and passion for the women’s game. She highlighted his advocacy for the Lionesses during the 2023 Women’s World Cup and UEFA Women’s EURO 2025, work that helped attract commercial investment and link success on the pitch to growth off it.

Gray urged supporters to back the team, encouraging people to attend matches and get behind the Lasses as the next chapter begins.

Source: Sunderland Echo