Sunderland Women appoint James Gray as CEO under Bay Collective ownership | OneFootball

Sunderland Women have named James Gray as chief executive, with the FA’s commercial director leaving to lead the club under Bay Collective ownership.

The club said in a statement that Gray will take executive responsibility for strategic direction, commercial performance, financial sustainability and operations, working closely with Bay Collective to accelerate growth and establish Sunderland as a leading organisation in global women's football.

He has held senior roles at Disney, Manchester United and Electronic Arts, and said he is proud to join now, citing Sunderland’s history, support and potential.

He said success on the pitch and sustainability off it go together, and outlined ambitions for a high performing organisation that can compete at the highest level while staying true to the club’s values. He thanked the FA and said his immediate focus is a smooth handover before starting on Wearside.

Bay Collective chief executive Kay Cossington said the hire underlines the club’s ambition, praising Gray’s commercial expertise, leadership and passion. She cited his advocacy for the Lionesses at the 2023 World Cup and UEFA Women's EURO 2025, which helped attract investment and deliver lasting impact.

As the project gathers pace, Gray urged supporters to come with them, get to games and back the Lasses, saying the next chapter starts now and belongs to everyone.

Source: Sunderland Echo