Sunderland Women are poised to name James Gray as their new chief executive officer, following the club's recent takeover by investment group Bay Collective. Gray, currently commercial director at the Football Association, will assume the role in September, bringing over 25 years of sports industry experience to the Stadium of Light.
The Appointment
Gray's appointment marks a significant step in the restructuring of Sunderland's women's setup. He will be responsible for leading the club's strategic and commercial performance, driving financial sustainability, and overseeing all football operations. He joins a growing leadership team that already includes recently named technical director Rehanne Skinner, the former West Ham United manager.
According to BBC Sport, Gray will be reunited with former FA colleagues Kay Cossington and Anja van Ginhoven. Cossington serves as CEO of Bay Collective, which holds a majority stake in Sunderland Women as well as controlling interest in NWSL side Bay FC. Van Ginhoven is the group's director of global operations.
Background and Experience
At the FA, Gray oversaw commercial operations for the women's game, including the Women's FA Cup. His resume includes senior roles at Barclays, Amazon, Disney, and Manchester United, underscoring a blend of football and corporate commercial expertise.
His move to Sunderland comes at a time of transition for the club. Bay Collective completed its acquisition last month, with the stated aim of propelling Sunderland to compete with the world's best. The club finished eighth in the Women's Super League 2 last season and will be eager to climb the table under new leadership.
What This Means for Sunderland
Gray's appointment, along with Skinner's arrival, signals a clear intent to professionalize and elevate the women's team. With backing from Bay Collective, Sunderland are assembling a leadership group with deep connections across English and global football. The combination of Gray's commercial acumen and Skinner's coaching pedigree could provide the foundation for a push toward the upper echelons of the women's game.
Key Takeaways
- James Gray will leave his role as FA commercial director to become Sunderland Women's CEO in September.
- He will oversee strategic, commercial, and football operations, reuniting with former FA colleagues now at Bay Collective.
- The appointment follows the recent hiring of Rehanne Skinner as technical director and Bay Collective's takeover.
- Sunderland finished eighth in WSL 2 last season and are building an ambitious leadership structure.
- Gray's extensive background includes roles at Manchester United, Barclays, Amazon, and Disney.
Quick Facts
Club: Sunderland Women
New CEO: James Gray
Current role: FA Commercial Director
Start date: September 2026
Ownership: Bay Collective (majority stake)
2025-26 finish: 8th in WSL 2