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

Sunderland Women have appointed James Gray as chief executive, a move that underlines the Bay Collective era gathering pace. He leaves his role as the FA’s commercial director to lead the club.

The club said in a statement that Gray will take executive charge of strategy, commercial performance, financial sustainability and day to day operations, working with Bay Collective to accelerate growth and position Sunderland among leading organisations in global women’s football.

Gray’s career has included senior posts at Disney, Manchester United and Electronic Arts. He expressed pride and excitement at joining at an important moment, highlighting Sunderland’s history, passionate support and potential, and his aim to build something special on Wearside.

He stressed that success on the pitch and sustainability off it must align, targeting an ambitious, high-performing organisation that can compete at the highest level while staying true to the club’s values. He thanked The FA for a rewarding spell and prioritised a seamless handover before starting at Sunderland.

Bay Collective CEO Kay Cossington framed the appointment as a statement of ambition, citing Gray’s commercial expertise, leadership and passion. Having worked alongside him at The FA, she praised his advocacy for the Lionesses during the 2023 World Cup and Euro 2025, helping attract significant investment and ensure lasting impact.

Gray encouraged supporters to back the team, urging fans to get to games and support the Lasses as Bay Collective look to bring the good times back. He framed the next chapter as starting now and belonging to everyone.

Source: Sunderland Echo