Sunderland Women have been working hard to prepare for the new campaign following Bay Collective’s takeover
Sunderland Women have announced the appointment of James Gray as their new CEO.
In a major coup for the club, Gray is leaving his role as commercial director at the FA to lead a new era under the ownership of Bay Collective. Sunderland say Gray will have 'executive responsibility for Sunderland AFC Women's strategic direction, commercial performance, financial sustainability and operational leadership, working closely with Bay Collective leadership to accelerate the Club's growth and establish Sunderland as one of the leading organisations in global women's football.'
Gray has held a number of prominent roles in sport and media, including at Disney, Manchester United and Electronic Arts during his career so far and said he was ready to 'build something special' on Wearside.
Gray said: “I am incredibly proud and excited to be joining Sunderland AFC Women at such an important moment in the club's journey. Women's football has never had greater momentum, and Sunderland has an incredible history, passionate supporters and enormous potential. I'm looking forward to working alongside the Board, staff, players, supporters and our wider community to build something truly special.
“Success on the pitch and sustainability off it go hand in hand. Together, we will create an ambitious, high-performing organisation that can compete at the highest level while remaining true to the values that make this club so special.
“I am deeply grateful to The FA for a rewarding chapter in my career and for the opportunity to have contributed to the growth of the game at the national level. My immediate priority is to ensure a seamless transition that leaves the organisation in the strongest possible position before I begin this exciting next chapter with Sunderland.”
Bay Collective CEO Kay Cossington said it was an appointment that highlighted the club's ambition: "We are delighted to welcome James to Sunderland AFC Women. James brings exceptional commercial expertise, extensive leadership experience and a genuine passion for football. Having worked alongside him at The FA, I know first-hand the strategic perspective he brings and his longstanding belief in the growth and potential of the women's game.
"He was a strong advocate for the Lionesses during both the FIFA Women's World Cup in 2023 and UEFA Women's EURO 2025, helping create the platform that attracted significant commercial investment and strengthened the connection between sporting success and commercial growth. That alignment was instrumental in ensuring both tournaments delivered a lasting impact on and off the pitch.
"As we continue to build for the future, James' leadership, ambition and values align strongly with our long-term vision for Sunderland Women. His appointment further strengthens our commitment to building a club that ca achieve sustained success, while remaining true to the identity and community that make Sunderland so special.”
Gray urged fans to get behind the club as Bay Collective look to 'bring the good times back'.
“This Club has so much history to build on and our job is to bring the good times back," he said.
“So come with us, get down to a match, get behind the Lasses. The next chapter starts now, and it belongs to all of us.”
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