The Bay Area rings a bell with most people in the US and even globally – everyone knows its world class universities, dominant technology companies, or legendary sports teams. But, in 2024, we have a new reason to focus our attention here: the arrival of Bay FC – the Bay Area’s first women’s sports team in a long time and one of the newest additions to the National Women’s Soccer League (NWSL)! When I first learned that the Bay was going to have its very own NWSL team, I was ecstatic – it was also the first time I realized that in all the years I’ve been cheering for the 49ers and the Warriors, I’ve never had a hometown women’s team to cheer for. Of course the US Women’s National Team (USWNT) counts, but not really in the hometown way where the team is integrated into the community’s culture, pride and sense of identity. I spent a lovely morning attending Bay FC’s Youth Media Day, where I learned about and saw firsthand the culture that Bay FC is bringing here. Their sold out home opener was just the start of the mark they hope to make here and in women’s soccer at large.
As a club starting from the ground up, Bay FC’s founders and staff have the opportunity to build something unique. They ask: What values will our team stand for? What is the culture we want to build? How does that culture influence the way we choose players, the way we interact with the community, and the way we decide our playing philosophy and strategy?
At Bay FC’s Youth Media Day, Head Coach Albertin Montoya offered me some great insights into the club’s thinking. He said, when choosing players “we start off with character: Are they a good person? Are they going to be good for the team? Are they going to be good for the organization?” Coach Montoya continued that even more broadly, it is the job of every person in the club to emphasize those basic tenets and make sure that people are held to that standard. As he says, “We set the culture and we want that to be the culture”.
As the coach of a new team, it is always difficult to balance the tasks of developing the cultural aspects of your squad while also making sure you succeed with the technical aspects of the game. But, Coach Montoya sure has a game plan. To him, wins and losses are important, but only one piece of the puzzle for this budding team. As he explained, “If a coach can create a positive environment and teach the game and have the players love the game and get wins out of it, then that’s just a perfect combination”. It’s about realizing that “we all want to win a championship, but we know it’s going to be a journey”. If there’s patience, discipline, and emphasis on the basics, then the team is building the foundation for a future of success and getting those coveted wins.
To ingrain this philosophy – creating a positive environment and love of a game – this club really emphasizes well-being and development at every level: from optimizing their players’ abilities on the field to genuinely making sure that they are healthy and happy. As Defender Kiki Pickett noted when asked about what makes Bay FC special, “They are very player-centered”. She further added, “If we tell them this is what we’re missing or this is what we’re feeling, they are willing to jump into that situation and get us whatever we need.” Midfielder Joelle Anderson similarly said, “Our coaching staff and the staff in general here have just been so impressive and amazing, just making sure that we know that we are not just athletes but people too.”
This philosophy extends to the way Bay FC approaches its fans and the community, aiming to be fan-focused and instill love and excitement for the game, while also positively impacting their community. Time will tell how the fan support and culture will develop here in the Bay, but I would say that Bay FC is already off to a great start, not only with their sold out home opener and its electric atmosphere, but more generally with the buzz and excitement they are creating!
For me, Bay FC’s Youth Media Day is a true testament to their efforts to achieve these goals. Students ranging all the way from 6th-12th grade were able to participate in this experience, with the full opportunity to learn about the club and sport’s media and journalism as well as to get hands-on experience asking questions to players and coaches, watching practices, and more. Opportunities like this are fabulous, but they are also scarce and infrequent for young students even though they can make the difference in influencing a future generation of players, journalists, news reporters, managers, and more. Furthermore, Bay FC is now the pioneering influence in the Bay Area for the next generation of women in sports. Several staff members reiterated the theme of using the beautiful game and this platform to improve gender equity and inclusivity in sports – I am excited to see and even participate in these coming endeavours!
My time at Bay FC’s Youth Media Day underscored that a sports team is so much more than players competing on a field. The effort and work that goes into building an institution from the ground up – developing a culture, a team, and an environment that is sustainable and focused on long term success – is difficult. However, it is an integral part of the process to craft a unifying identity and standard for the players and staff and for the fans and the community to identify with. Often, as fans of an existing club with a legacy that is already established with centuries of history, we are used to a passive role. But, with the arrival of Bay FC we are faced with a unique opportunity to be a part of the shaping of this club, with a ringside view to how they build their presence and legacy. I’m excited and proud to have this team here in the Bay Area and cannot wait to see what’s next!
Picture Credits: Bay FC Team
