Why Leading Figures Are Choosing US Multi-Club Fast-Moving Over Football Association Slow-Moving Models?

On Wednesday, the Bay Collective group disclosed the recruitment of Anja van Ginhoven, the English national team's managerial lead working with head coach Sarina Wiegman, taking on the role of director of global women’s football operations. The freshly established multi-team ownership group, which includes Bay FC of San Francisco as its initial addition among its holdings, has previously engaged in hiring individuals from the national football governing body.

The selection this year of Cossington, the prominent ex-technical director for the FA, to the CEO role served as a clear statement from Bay Collective. Cossington understands women’s football comprehensively and now has put together an executive team that possesses extensive knowledge of the evolution of the women's game and packed with experience.

Van Ginhoven becomes the third core member of the manager's inner circle to exit recently, following the chief executive exiting before Euro 2025 and deputy manager, Veurink, moving on to assume the position of head manager of the Dutch national team, but her decision was made earlier.

Moving on was a shock to the system, yet “I had decided to exit the national setup quite a long time ago”, she explains. “The terms for four years, just as Arjan and Sarina had. Upon their extension, I previously indicated I didn’t know about renewing myself. I had grown accustomed to the whole idea that following the tournament I wouldn’t be part of England any more.”

The tournament turned into a deeply felt event as a result. “It's sharp in my memory, having a conversation with Sarina when I disclosed of my choice and then we said: ‘Our ultimate aspiration, how amazing would it be that we win the Euros?’ In reality, it's rare that hopes materialize often yet, against the odds, this one did.”

Wearing a Netherlands-colored shirt, she holds dual affections after her time in England, where she helped achieve winning back-to-back European titles and worked within the manager's team for the Netherlands’ triumph in the 2017 European Championship.

“The English side will always hold a special place in my heart. Therefore, it’s going to be tough, notably since that the players are scheduled to come for the international camp shortly,” she says. “When England plays the Netherlands, where do my loyalties lie? I’m wearing orange at the moment, though tomorrow English white.”

You can change direction and move quickly in a speedboat. In a small team like this, that’s easily done.

The American side was not in the plans as the management specialist determined it was time to move on, but everything aligned opportunely. Cossington started to bring people in and their shared values were crucial.

“Essentially upon meeting we got together we experienced an instant connection,” says Van Ginhoven. “We were instantly aligned. We've discussed extensively on various topics around how you grow the game and the methods we believe are correct.”

Cossington and Van Ginhoven are not the only figures to relocate from prominent roles in the European game for a blank sheet of paper in the United States. The Spanish club's women’s technical director, Patricia González, has been introduced as the organization's global sporting director.

“I was very attracted to that strong belief of the power of women's football,” González comments. “I've been acquainted with Kay Cossington for an extended period; when I used to work at Fifa, she was the technical director of England, and decisions like this come naturally when you are aware you'll be working alongside individuals who motivate you.”

The profound understanding among their staff distinguishes them, explains she, for the collective among a number new multi-club initiatives that have started over the past few years. “That’s one of our unique selling points. Various methods are valid, but we are firm in our belief in ensuring deep football understanding,” she states. “All three of us have progressed in female football, for most of our lives.”

As their website states, the goal of Bay Collective is to advocate and innovate a progressive and sustainable ecosystem within female football clubs, built on proven methods addressing the different demands of women. Succeeding in this, with everyone on the same page, with no need to make the case for why you would take certain actions, is hugely liberating.

“I compare it with moving from a large ship to a fast boat,” says Van Ginhoven. “You're journeying across unmapped territories – that’s a Dutch saying, not sure how it comes across – and you must depend on your individual understanding and experience for making correct choices. You can pivot and accelerate rapidly in a speedboat. In a small team like this, that is simple to achieve.”

González continues: “In this role, we start with a blank slate to build upon. For me, what we do focuses on impacting football on a wider scale and that clean start permits you to undertake anything you desire, within the rules of the game. That is the advantage of our joint endeavor.”

The aspirations are significant, the management are expressing sentiments the football community are eager to hear and it will be fascinating to observe the evolution of Bay Collective, the team and future additions to the group.

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