Bay FC Faces Reset Amidst Rising Bay Area Sports Competition

The Bay Area sports landscape is buzzing, but not all new franchises are experiencing the same trajectory. While the Golden State Valkyries bask in the glow of a successful WNBA debut, local NWSL team Bay FC is undergoing a significant “hard reset” after just two seasons, highlighting contrasting approaches and outcomes in a rapidly evolving market.

Bay FC’s Rocky Start and the Need for a “Phase Two”

Bay FC launched in 2024 with high hopes, even making the NWSL playoffs in its inaugural season. However, what followed was a series of challenges leading to an announced “Phase Two” overhaul. The team played half of the past season under the cloud of an independent investigation into allegations of bullying against former head coach Albertin Montoya. While Montoya was cleared in July 2025, issues with his communication methods were cited, and he ultimately stepped down at season’s end. This upheaval also saw the CEO and director of medical performance depart, signaling a broader reorganization within the front office.

Even before these public issues, warning signs appeared. Well-regarded general manager Lucy Rushton resigned early in the first season, and several significant players left through retirement, release, or free agency. A player survey revealed low rankings for the coaching staff, and some questioned Montoya’s initial hiring, seeing him as a “retread” with poor player development skills. A record-setting attendance of 40,091 at Oracle Park in August 2025, while a positive, paradoxically raised questions about Bay FC’s home location at PayPal Park, suggesting a potential disconnect with its target audience.

A Shifting Philosophy: From Global Stars to Homegrown Talent

Initially, Bay FC proudly invested in international talent, breaking a world record for women’s transfer fees with Zambian striker Racheal Kundananji. However, the team is now pivoting its philosophy. New front office leader Kay Cossington stated a goal for most players to be “homegrown,” citing potential cultural fit challenges for international players. This stands in stark contrast to the Golden State Valkyries, whose early success has been significantly attributed to strong international scouting and the network of General Manager Ohemaa Nyanin.

The Battle for Bay Area Hearts and Wallets

Despite playing different sports, Bay FC and the Golden State Valkyries find themselves competing for similar fan bases in the Bay Area. Both are new women’s professional sports teams, tapping into a market eager for such representation. They both aim to be inclusive, offering a community beyond traditional men’s sports, and are positioned as family-friendly entertainment with accessible price points. Crucially, a majority of their games occur simultaneously during the summer months, putting them in direct competition for attention and discretionary spending.

Ownership Approach: Investment Firm vs. Sports Franchise Expertise

A key difference lies in the teams’ ownership. The Valkyries benefit from the deep sports franchise experience of the Warriors’ ownership group, who understood they were launching a sports team and planned accordingly. Bay FC, conversely, is owned by Sixth Street, a global investment firm. Their approach has drawn criticism, with CEO Alan Waxman referring to the team’s early stages as a “startup phase.” This analogy has been met with weariness, as expansion sports teams in established leagues are expected to operate with proven expertise, not treat fan support as “Series A funding” for a proof of concept.

As Bay FC enters its “Phase Two,” it must navigate a Bay Area sports market that has become significantly more competitive, especially with the successful arrival of the Golden State Valkyries. The stakes are high for Bay FC to learn from its initial missteps and truly connect with its community.

Team Comparison: Bay FC vs. Golden State Valkyries

Frequently Asked Questions

• What prompted the leadership changes at Bay FC?
  An independent investigation into allegations against former head coach Albertin Montoya, along with broader performance and organizational issues, led to his stepping down and other front office departures.
• Why is Bay FC changing its player recruitment strategy?
  The team is shifting to a focus on “homegrown” players, citing challenges with cultural integration for some international signings.
• Are the Golden State Valkyries impacting Bay FC’s market?
  Yes, both teams are new women’s professional sports franchises, competing for similar fan demographics, media attention, and discretionary spending, especially with overlapping summer seasons.
• Could Bay FC move its home games?
  While an attendance record at Oracle Park (in San Francisco) led to questions about their San Jose location, no official move has been announced. These discussions highlight a need to re-evaluate fan engagement and venue strategy.
• What does “Phase Two” mean for Bay FC?
  It signifies a complete organizational reset, including a new coaching staff, a reconfigured front office, and a revised team philosophy focused on player development and local talent, aiming to rebuild success and community connection.

For Bay Area sports enthusiasts, keeping an eye on how Bay FC navigates this critical “Phase Two” will be fascinating, as they strive to carve out their identity and compete effectively in an increasingly vibrant local women’s sports scene.

Bay FC Faces Hard Reset After Rocky Start