Sullivan leaves FA after seven-and-a-half years for Bay Collective
Written by
Simon Austin
July 15, 2026
Joe Sullivan has left the Football Association after seven-and-a-half years to become Global Director of Data & Technology at Bay Collective.
Sullivan, who was Data & Technology Manager for the Women’s Team at the FA, will lead the development and delivery of a platform-wide data and technology strategy for Bay Collective. This is intended to drive performance, scouting and long-term competitive advantage across its clubs.
Bay Collective is a multi-club ownership platform launched in 2025 by Kay Cossington MBE, the former Women’s Technical Director at the FA. It is backed by global investment firm Sixth Street and currently has two clubs in its portfolio – Bay FC in the San Francisco area and a majority stake in Sunderland AFC Women.
Sullivan was the first manager of a dedicated women’s data and technology team at the FA and built a bespoke performance data function, as well as developing long-term tournament strategies, leading innovation in advanced analytics and managing external partnerships.
He was previously part of the England Lionesses staff as an Insight Analyst and served in the Talent ID department for the England women’s pathway teams.
Cossington, who is the CEO and founder of Bay Collective, said: “Joe combines deep technical knowledge with practical experience gained inside elite women’s football environments.
“As we build clubs that win on the pitch and scale sustainably off it, we must ensure data and technology are not separate from coaching but embedded in everyday decision making.
“Joe will lead that integration, turning complex information into timely, actionable insights that will not only empower the coaches and players on a day-to-day basis, but also and drive lasting competitive advantage for all our clubs across our global platform.”
Sullivan added: “I’m honoured to join Bay Collective and support its mission as the women’s game reaches a true inflection point for global growth.
“My focus will be on building the systems required to deliver timely, actionable insights that inform coaching, accelerate player development, and strengthen our competitive position across the platform. I look forward to working with Kay and the team to scale best-in-class data and technology across the platform.”
Sullivan will be delivering a Masterclass about creating a successful data team for TGG x Twelve Premium Members on Monday November 23rd.
- Joe Sullivan is a TGG Premium Member. To find out how to join too, click HERE.
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