Lionesses: Former FA masterminds reconnect at Bay Collective

Cossington and Van Genhoven hope to take advantage of the $115bn (£87bn) available to them via the Sixth Street umbrella company.

Their ambition is big but simple: to do everything they can to help their clubs win football matches.

When Cossington, who described herself as feeling like “a kid in a candy store,” was tasked with hiring “the best in the world,” Van Genhoven was at the top of her list.

The former FA General Manager worked with England coach Sarina Wegman during their three European Championship successes – first with the Netherlands in 2017, then with the Lionesses in 2022 and 2025.

Once Cossington found out that van Genhoven’s intention was not to extend her contract in the summer, she asked her to join her in San Francisco.

“We want to become a global organization with levels and standards that go beyond borders,” Cossington said. “We looked for the best.

“Anja and her skills are incredibly unique. She understands the business side of the football club, but also the performance side.

“She has a proven track record of being in both. She was among some of the best talent we identified.

“It was also a good cultural fit. Working with someone who has the same ambition, the same values, and is incredibly skilled at his job was an easy decision.”

It was a big call for Van Genhoven to leave the FA after working with Wegman at Dutch club Den Haag, as well as in the international game.

But she says the Bay Collective is “everything she believes in” and she couldn’t pass up the opportunity to reunite with Cossington.

“It’s about exploiting the uniqueness of women’s football to build clubs and improve players,” Van Genhoven told BBC Sport.

“If you are connected, you can become a superpower as a team, club and organization to grow women’s football in the right way.

“We come from different countries and grew up in different ways, but what brings us together is our journey in women’s football and the love of this beautiful sport.

“We believe we can use our expertise to help women’s football. We really want to develop the sport we love so much, in the right way.”