Business of Sport Ep.43: Brady Stewart, CEO @ Bay FC, ‘Building the World’s Best Women’s Football League’

This week, we are joined by Brady Stewart, CEO of the NWSL’s newest franchise Bay FC. The NWSL is going from strength to strength both on and off the field. San Francisco needed a franchise, and the birth of Bay as the women’s football team in the city steeped in sporting history is just the next step on the league’s mission to be the best women’s football league in the world.

When global investment firm Sixth Street backed the franchise with $120m, the biggest single institutional investment in women’s sport, Brady was approached to lead the team. The biggest challenge? Getting it operational and a team on the pitch in a year. 

Coming from outside of sport, Brady’s vision for the team and league is one where global brand meets performance excellence. Women’s sport and football in particular has always been a major feature in the US sporting landscape; now the rise of global and most importantly independent franchises is when this goes from being a strong local market asset to world renowned sports property.

In today’s show we discuss:

Building a team:

• From the awarding of the franchise slot to the first game a year later, how to build a brand new team from scratch?
• This was the first time the NWSL allowed for investment from Private Equity; the story behind Sixth Street’s $120m play.
• How was Brady brought into the role of CEO and why does a career from outside of sport allow her to bring additional value to the organisation? 
• What are the key things that need to be established in the first few months?
• How do you incorporate the city and community to make them feel this is their team before you have a product to put on the pitch?
• Attracting players to a new project is not easy. How do you convince them this is the team to play for?

A competition for eyeballs:

• The attention economy is more competitive than it has ever been; how does the NWSL differentiate itself from other sports properties to engage a fanbase?
• The importance of a national media deal to deliver games to every fan; accessibility of content is the key to success.
• Why women’s football in the US should be the global standard to aspire to, and what needs to happen to get there.
• The rising tide lifts all boats: it is the job of the franchises to work together to ensure the development of the league.

Football: The Product

• To build the biggest league you need to be able to attract the best players. How do you do this?
• Why the style of football in the US needs to adapt to appeal to both players and fans when compared to the European game.
• Why the NWSL has an opportunity the MLS is unlikely to have.
• How have the league regulated the club’s ability to spend on players to ensure equal competition from top to bottom?

A huge thank you to our valued sponsors:

WSC Sports 

https://wsc-sports.com/

Tyndall Investment Management 

https://tyndallim.co.uk/

And as promised on the show, some of the amazing content Bay have created around the franchise and their training ground development.

Bay FC Hype: https://icnk.io/u/LmLVaMbnig5f/

Treasure Island Training Facility Announcement: https://icnk.io/u/P92fRIikqw76/