Bay Collective to buy Sunderland Women and sets ambitious target

Sunderland’s women’s team are to be taken over by the multi-club ownership group Bay Collective, subject to league approval

Sunderland’s women’s team are to be taken over by the multi-club ownership group Bay Collective, which has agreed to buy a majority stake in the Women’s Super League 2 club, subject to league approval.

The deal comes with plans to enhance Sunderland’s training ground and academy to create a “platform for sustained success at the highest levels”. Sunderland are eighth in WSL2 with two matches remaining.

Bay Collective, which also owns the NWSL side Bay FC, based in San Francisco, is backed by the US investment firm Sixth Street.

Kay Cossington, the former women’s technical director at the Football Association, is the chief executive of Bay Collective, working with the director of football operations, Anja van Ginhoven, who was the general manager of the England women’s team. They worked at the FA during the Lionesses’ breakthrough years of success, including the 2022 home European Championship triumph and the run to the 2023 World Cup final.

Cossington said: “We are committed to honouring Sunderland Women’s DNA and legacy, protecting what makes this club and community so special and supporting the players, staff and the academy with cutting-edge resources, infrastructure and training models tailored to the unique needs of women athletes.

“This is a partnership for the long term and our ambition is to strengthen Sunderland Women’s connection with fans and partners while creating a platform for sustained success at the highest levels of the women’s game.”

Tom Burwell, the chief executive officer of Sunderland’s ownership group, the Bia Sports Group, said: “We considered several options throughout a comprehensive one-year process, but Bay Collective stood out for their global expertise, their belief in our club and their commitment to building for the long term while respecting what makes Sunderland special.”

Bay FC entered the NWSL in 2024, finishing seventh and qualifying for the playoffs, before a 13th-placed finish in 2025. This term they sit 10th after four matches, and are coached by Emma Coates, the former England women’s Under-23 head coach, who worked under Cossington at the FA.

Earlier on Tuesday, the Bay FC forward Keira Barry received her first senior England call-up, joining Sarina Wiegman’s squad for the Women’s World Cup qualifiers against Spain and Iceland alongside the fit-again Chelsea full-back Niamh Charles.

Their additions come after the London City Lionesses forward Freya Godfrey withdrew because of a shoulder injury. Barry, promoted for the Under-23s squad, is a product of Manchester United’s academy and also played for Crystal Palace and Sunderland before signing for Bay FC in February.

The 20-year-old has played four NWSL games, scoring against North Carolina Courage in March.

The England squad meets at St George’s Park on Tuesday to begin preparations to host the world champions, Spain, at Wembley on 14 April. They play Iceland in Reykjavik four days later.