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

Sunderland Women have appointed James Gray as chief executive as a new era begins under Bay Collective ownership. He leaves his role as The FA's commercial director to take charge on Wearside.

The club said in a statement that he will take responsibility for strategy, commercial performance, financial sustainability and operations, working with Bay Collective leadership to accelerate growth and establish Sunderland among leading organisations in global women's football.

Gray, who has held senior roles at Disney, Manchester United and Electronic Arts, said he is ready to build something special. He was proud and excited to join at a pivotal moment, noting momentum in the women's game and the club's history, support and potential.

He said success on the pitch and sustainability off it go hand in hand, and that they will build an ambitious organisation able to compete at the highest level while staying true to Sunderland's values. He thanked The FA and said his immediate focus is a smooth transition before starting the job.

Bay Collective CEO Kay Cossington said the appointment underlines the club's ambition, highlighting Gray's commercial expertise and leadership. She cited his advocacy for the Lionesses during the 2023 FIFA Women's World Cup and UEFA Women's EURO 2025, work that helped attract investment and lasting impact on and off the pitch.

Gray urged supporters to get behind the team, encouraging fans to come to games and back the Lasses.

Source: Sunderland Echo