Sunderland Women name James Gray CEO as Bay Collective era gathers pace | OneFootball

Sunderland Women have appointed James Gray as chief executive, a significant hire as Bay Collective's ownership drive gathers pace. The club confirmed he leaves his role as commercial director at the FA to take charge.

Sunderland said Gray will lead strategic direction, commercial performance, financial sustainability and day to day operations, working with Bay Collective to accelerate growth. The aim is to establish Sunderland as a leading organisation in global women's football.

Across a career spanning sport and media, Gray has held senior roles at Disney, Manchester United and Electronic Arts. He said he is proud to join at an important moment and wants to build something special with the board, staff, players, supporters and the wider community.

He added that success on the pitch and sustainability off it must go together. He thanked the FA for a rewarding spell and said his immediate focus is a smooth handover before starting on Wearside.

Bay Collective CEO Kay Cossington said the appointment underlines the club's ambition, praising Gray's commercial expertise, leadership and passion for the women's game. She said he strongly advocated for the Lionesses around the 2023 Women's World Cup and UEFA Women's EURO 2025, helping attract investment and link sporting success with commercial growth. She said his values align with a long-term vision for sustained success while staying true to the club's identity and community.

Gray urged supporters to come to games and back the Lasses, saying the next chapter belongs to everyone.

Source: Sunderland Echo