Can Former England Coaches Create a Football Superpower?

The recent successes of the England women's football team, particularly their victories in the UEFA Women's Euro 2022 and 2025 tournaments, have highlighted the significant contributions of key figures like Kay Cossington and Anja van Ginhoven. Their expertise, honed during their time at the Football Association (FA), is now being channelled into Bay Collective, a multi-club ownership organisation dedicated to investing in women's football globally. This article explores their ambitions at Bay Collective and how they aim to leverage their experience to enhance women's football.

Last updated: 15 October 2023 (BST)

What’s happening now

Kay Cossington and Anja van Ginhoven are making waves in women's football through their leadership at Bay Collective. As the chief executive officer, Cossington's vision is backed by significant financial resources, with $115 billion (£87 billion) at their disposal via their parent company, Sixth Street. They are focused on building competitive clubs and nurturing talent in women's football, aiming to replicate their previous successes at the FA. Their collaboration marks a strategic move to harness global opportunities within the women's game, particularly as interest and investment in women’s football continue to grow.

Key takeaways

• Kay Cossington and Anja van Ginhoven have joined forces at Bay Collective to invest in women's football.
• Their previous success includes leading England to victory at the Euros in 2022 and 2025.
• Bay Collective aims to utilise significant financial backing to enhance club operations and player development.

Timeline: how we got here

The journey of Cossington and van Ginhoven is marked by significant milestones:

• 2017: Sarina Wiegman leads the Netherlands to victory in the Euros, with van Ginhoven playing a key role.
• 2022: England wins the Euros, with Cossington and van Ginhoven instrumental in the team's success.
• 2025: England secures another Euros title, solidifying the duo's reputations in women's football.
• October 2023: Cossington recruits van Ginhoven to Bay Collective, marking the beginning of their new venture.

What’s new vs what’s known

New today/this week

This week, Cossington and van Ginhoven announced their plans for Bay Collective, detailing their strategies for club development and investment in women's football. Their focus on creating a global organisation with high standards reflects their ambition to elevate the game.

What was already established

Prior to this announcement, both Cossington and van Ginhoven were recognised for their vital roles at the FA. Their leadership contributed to England's recent footballing successes, and they have a shared vision for the future of women's football.

Impact for the UK

Consumers and households

The rise of women's football in the UK is likely to enhance local interest and participation in the sport. This could lead to increased attendance at matches, greater visibility for women's teams, and more opportunities for young girls to engage in football.

Businesses and jobs

As Bay Collective expands its footprint, it could create new jobs within the sports sector, from coaching to administrative roles, contributing to the growth of the women’s football ecosystem. The investment in clubs can also boost local economies through job creation and increased consumer spending at matches.

Policy and regulation

The UK government's commitment to promoting women's sports may be reinforced by the successes of organisations like Bay Collective. This could lead to further discussions on funding, infrastructure, and support for women's football at various levels.

Numbers that matter

• £87 billion: The investment potential available to Bay Collective through Sixth Street.
• 3: Number of Euros titles won under the guidance of Cossington and van Ginhoven.
• 2: Major roles played at the FA by both leaders prior to their current venture.

Definitions and jargon buster

• Bay Collective: A multi-club ownership organisation that focuses on investing in women's football globally.
• Sixth Street: An investment company that provides financial backing to Bay Collective.

How to think about the next steps

Near term (0–4 weeks)

Expect to see Bay Collective announce partnerships with clubs in Europe as they look to expand their influence and investment in women's football.

Medium term (1–6 months)

As the organisation solidifies its operational strategies, further developments in player recruitment and club management are likely. Watch for new initiatives aimed at elevating the standards of women's football.

Signals to watch

• Announcements regarding club acquisitions or partnerships in Europe.
• Reports on player development initiatives and investment strategies.

Practical guidance

Do

• Follow Bay Collective's updates to stay informed about their initiatives in women's football.
• Support local women's teams and engage with community programmes.

Don’t

• Underestimate the impact of investment in women's football on local communities.
• Miss opportunities to participate in women's sports initiatives.

Checklist

• Stay updated on Bay Collective's progress and announcements.
• Engage with women's football events and matches in your area.
• Consider supporting women’s football programmes or initiatives.

Risks, caveats, and uncertainties

While the ambitions of Bay Collective are promising, there are inherent risks associated with investments in sports. The fluctuating nature of performance, player transfers, and market conditions can impact their success. Additionally, the sustainability of funding sources needs careful evaluation as they expand operations in Europe.

Bottom line

Kay Cossington and Anja van Ginhoven are poised to make a significant impact on women's football through their leadership at Bay Collective. By leveraging their expertise and financial backing, they aim to enhance club performance and foster growth in the sport. As they embark on this new journey, the future of women's football appears bright, marked by increased investment and opportunities for players and clubs alike.

FAQs

What is Bay Collective?

Bay Collective is a multi-club ownership organisation that invests in women's football globally, aiming to enhance club operations and player development.

Who are Kay Cossington and Anja van Ginhoven?

Kay Cossington and Anja van Ginhoven are former Football Association employees with extensive experience in women's football, now leading Bay Collective's global initiatives.

What impact does Bay Collective aim to have on women's football?

Bay Collective aims to improve club performance, enhance player development, and increase investment in women's football, contributing to the sport's overall growth.