Bay Collective chief explains what recruitment and investment strategy at Sunderland Women will look like
Sunderland have sold a majority shareholding of their women’s team to the US group
Bay Collective CEO Kay Cossington says Sunderland Women's approach to recruitment this summer will be about 'evolution, not revolution'.
The US multi-ownership group took a majority shareholding in the club last week after their takeover was officially approved by the WSL. Sunderland's plans for the 2026/27 campaign are already well advanced, with Katie Kitching the latest key player to agree to agree a new contract last week. The club have also handed professional contracts to a number of their most talented young players, a strong early signal as to how they want to build the club.
Cossington has made clear that it is Bay Collective's ambition to return the club to the very top of the women's game in the long run, and that will mean investment in the playing squad this summer in a bid to make an immediate improvement on last season's eighth place finish in WSL2. However, it is equally clear that the club will not follow the likes of London City Lionesses and Newcastle United in immediately investing huge sums in their wage bill.
"It will absolutely be evolution," Cossington told The Echo.
"I think this is something we want to build for the long term. We want to be here for many, many years to come.
"We want to build foundations and infrastructure that allows this club to be successful. And that takes time. And whilst we will see some progress within the next season, we want to see long-term substantial progress for the coming seasons.
"So for sure for us, this is absolutely evolution."
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Cossington says that much of the investment from Bay Collective will go into club infrastructure, building on the existing facilities to develop young players and create an elite environment for female athletes.
"I want to be super clear about what this partnership means," Cossington said.
"This is not simply a cash injection.
"This is a long-term partnership that's built on three very clear philosophies. It's bold, but sustainable investment, a shared sporting philosophy, and a deep commitment to the identity and the DNA of this club and its community. We are not here to change Sunderland, we're here to protect it, enhance it, and build on the great work that's already been done. We will invest in the whole club, players, staff, the academy, infrastructure, and the whole matchday experience. And we want to build on the foundations of this club that it can stand tall for the next 10, 20, 30, 40 years.
"The Academy of Light is something that's super dear to me, where I first found the love and passion of football in community organisations many, many years ago. We believe it's central to everything we want to build. We want to ensure local heroes are pulling on that shirt every week. We want young players in this region to dream and see players that look like them. On one day, we want to see a packed Stadium of Light watching this team compete at the very highest level."
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