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- Bay Collective to reportedly take a stake of around 80%
- Sunderland to retain minority shareholding
- Bay Collective began operations last year
Sixth Street’s Bay Collective has agreed to acquire a majority stake in Women’s Super League 2 (WSL 2) side Sunderland Women, marking the organisation’s first investment in a UK soccer team.
Financial terms have not been disclosed but the deal is expected to represent ‘the most significant transaction relating to a WSL2 team’, according to The Athletic.
Bay Collective is reportedly set to take a stake of around 80 per cent, with Premier League club Sunderland retaining a minority shareholding. The deal is pending approval from WSL Football.
Sunderland Women are currently eighth in the 12-team second-tier WSL 2. Bay Collective said it will invest in players, staff, infrastructure, performance environments and the academy, while also enhancing the matchday experience and strengthening operational capabilities to support long-term success.
“We couldn’t be more excited to partner with Sunderland AFC and to write the next chapter for Sunderland Women, a club with such a proud history and strong identity,” said Kay Cossington, chief executive of Bay Collective and head of global women’s football at Sixth Street.
“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.”
US-based private equity giant Sixth Street announced multi-club women’s soccer organisation Bay Collective in January 2025. It already owns the National Women’s Soccer League’s (NWSL) Bay FC and plans to invest in clubs across the globe, as well as focus on supporting the growth of the women’s game.
Beyond women’s soccer, Sixth Street has investment ties to Spanish giants Real Madrid and FC Barcelona, as well as a strategic partnership with the National Basketball Association’s (NBA) San Antonio Spurs. The firm is also among the approved funds permitted to invest in National Football League (NFL) teams, a status which allowed it to take a minority stake in the New England Patriots at a reported franchise valuation of more than US$9 billion.
Sunderland said the deal with Sixth Street forms part of the club’s ‘global investment plan’ and will support the development of key infrastructure, including the youth academy.
The agreement makes Sunderland the fourth Premier League club to sell a stake in their women’s team in the past two years, following Chelsea, Aston Villa and Everton. In those cases, the women’s teams were sold to their parent companies to support compliance with the league’s profitability and sustainability rules (PSR).
While the deal will benefit Sunderland’s men’s team accounts, The Athletic reports this is viewed by the club as an ancillary benefit rather than the primary motivation.
Sunderland recorded turnover of UK£40.3 million (US$54.1 million) and an operating loss of UK£1.1 million (US$1.5 million) for the 2024/25 season, when the club secured promotion back to the Premier League after an eight-year absence. Both figures represented an improvement on the previous year.
“This is a significant step for Sunderland Women and for Sunderland AFC,” said Tom Burwell, chief executive of Sunderland ownership group Bia Sports.
“This agreement reflects a shared ambition to see our women’s team thrive at the highest level. Bay Collective brings world-class experience and resources, and this partnership creates an exciting platform for sustainable success, while keeping Sunderland’s identity and values at its core.
“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.”
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