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

Sunderland Women have named James Gray as their new chief executive, a significant hire early in Bay Collective’s tenure.

The club said in a statement that he will take executive charge of strategy, commercial performance, financial sustainability and operations, working with Bay Collective leadership to quicken growth and build Sunderland into a leading force in the women’s game worldwide.

Gray departs his role as commercial director at The FA to take the post, having previously held senior positions with Disney, Manchester United and Electronic Arts.

He outlined pride and excitement at joining at a pivotal moment for the club and the women’s game, and the intention to create something special with staff, players, supporters and the wider community. He also stressed that on-pitch success and long-term sustainability must go together, and expressed gratitude to The FA while ensuring a smooth transition before starting.

Bay Collective CEO Kay Cossington welcomed the appointment, citing his commercial expertise, leadership experience and passion for football. She also highlighted his advocacy for the Lionesses around the 2023 World Cup and UEFA Women’s EURO 2025, linking sporting success with commercial growth to deliver lasting impact on and off the pitch.

Gray encouraged supporters to get down to matches and back the Lasses, with a new chapter under way on Wearside and a clear aim to bring the good times back.

Source: Sunderland Echo