Sunderland AFC Women Appoint James Gray as Chief Executive Officer
Sunderland, UK, July 9, 2026 – Sunderland AFC Women is delighted to announce the appointment of James Gray as the club’s new Chief Executive Officer, commencing September 1, 2026.
Gray joins the club following an outstanding executive career spanning more than 25 years across elite sport, media, technology and global consumer brands. Currently serving as Commercial Director at The Football Association, he leads one of English football’s largest commercial portfolios, driving significant revenue growth while having overseen digital transformation across the England men’s and women’s teams, Wembley Stadium, the Emirates FA Cup and Adobe Women’s FA Cup. Throughout his career, Gray has held senior leadership roles with organisations including The Football Association, Barclays, Amazon, Disney, Manchester United and Electronic Arts, delivering transformational commercial growth, operational excellence and strategic innovation across global markets.
As CEO, 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.
Kay Cossington, MBE, Chair of Sunderland AFC Women and Chief Executive Officer of Bay Collective, welcomed Gray’s appointment, commenting: “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 following the FIFA Women’s World Cup in 2023 and during the UEFA Women’s EURO 2025, helping create the platform that attracted significant commercial investment and strengthened the connection between sporting success and commercial growth.
“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 can achieve sustained success, while remaining true to the identity and community that make Sunderland so special.”
Speaking on his appointment, 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.”
Gray’s appointment marks another significant step in Sunderland AFC Women’s long-term vision as the club continues to build a sustainable and ambitious future, both on and off the pitch, following Bay Collective’s recent acquisition of a majority stake in the club.
About Sunderland AFC Women
Sunderland AFC Women is a professional women’s football Club proudly rooted in one of English football’s most historic institutions, founded in 1879. Based in the North-East of England, a longstanding cradle of women’s football talent, the Club has a proud history of developing players who have gone on to represent England on the global stage. Built on a clear footballing identity, a strong Academy, and a deep connection to its community, the Club is committed to sustainable growth and long-term success. Sunderland AFC Women is a member Club of Bay Collective, the global women’s football multi-club ownership platform backed by Sixth Street. Learn more at www.safc.com/women and follow the Lasses on social channels (@SAFCWomen).
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 www.baycollective.com and follow Bay Collective on LinkedIn.
Media Contacts
Sunderland AFC: [email protected]
Bay Collective: [email protected]