Bay Collective Appoints Joe Sullivan as Global Director of Data & Technology
London and San Francisco, CA, July 15, 2026 – Bay Collective, the multi-club ownership platform building women’s football clubs that win on the pitch, thrive off it, and set new standards for the sport worldwide, today announced the appointment of Joe Sullivan as Global Director of Data & Technology. Sullivan will lead the development and delivery of a platform-wide data, AI, and technology strategy to drive performance, scouting, and long-term competitive advantage across Bay Collective’s clubs.
Sullivan is a specialist in women’s football performance analytics and brings deep expertise in building bespoke data functions to support high-performance decision making at the elite level. Prior to joining Bay Collective, he was the first manager of a dedicated women’s data and technology team at the English Football Association, where he built a bespoke performance data function, developed long-term tournament strategies, and led innovation in advanced analytics and external partnerships. He was also part of the team staff of the England Lionesses as an Insight Analyst. He began his career in professional domestic rugby focused on performance analysis and academy player development. He received a Bachelor of Science in Sports Science and Coaching from Nottingham Trent University.
At Bay Collective, Sullivan will design and implement a long-term data and technology architecture, operationalize analytics, AI and video workflows, and work with clubs to translate complex data into practical, time-sensitive guidance for match preparation, player development, and recruitment.
“Joe combines deep technical knowledge with practical experience gained inside elite women’s football environments,” said Kay Cossington, MBE, CEO of Bay Collective. “As we build clubs that win on the pitch and scale sustainably off it, we must ensure data and technology are not separate from coaching but embedded in everyday decision making. Joe will lead that integration, turning complex information into timely, actionable insights that will not only empower the coaches and players on a day-to-day basis, but also and drive lasting competitive advantage for all our clubs across our global platform.”
“I’m honored to join Bay Collective and support its mission as the women’s game reaches a true inflection point for global growth,” said Sullivan. “My focus will be on building the systems required to deliver timely, actionable insights that inform coaching, accelerate player development, and strengthen our competitive position. I look forward to working with Kay and the team to scale best-in-class data and technology across the platform.”
About Bay Collective
Bay Collective is a multi-club ownership platform focused on building women’s football clubs that win on the pitch, thrive off it, and set new standards for the sport worldwide. Launched in 2025 and backed by Sixth Street’s global platform, Bay Collective’s ambition isn’t incremental; it’s transformational – for athletes, staff, and the communities that support them. Led by Kay Cossington, MBE, Bay Collective’s belief in the women’s game comes from lived experience, bringing a deep understanding of its talent, momentum, and the dedicated effort required to scale it sustainably. Clubs join a collective that protects their identity, amplifies their strengths, and connects them to world-class infrastructure and expertise. Bay Collective’s mission is to nurture excellence and prove that women’s football can be both culturally powerful and commercially robust at a global level. Learn more at BayCollective.com and follow Bay Collective on LinkedIn.