Bay FC appoints Shannon Mac Millan as Director of Youth. Former U.S. Women's National Team '99er Legend to Oversee Youth Development Efforts SAN FRANCISCO (July 21, 2026) - Bay FC today announced the hiring of Shannon Mac Millan as the club's Director of Youth, where she will oversee the strategic direction and growth of the club's youth development initiatives while helping establish a clear pathway for aspiring players throughout the Bay Area and beyond. One of the most accomplished players in U.S. Soccer history, Mac Millan brings decades of experience as a player, coach and youth development leader. She will be responsible for shaping Bay FC's youth philosophy, supporting coaching education, fostering relationships throughout the local soccer community and creating an environment that reflects the club's commitment to developing both players and people. "One of the things we've talked about since I arrived is building a club where development is part of everything we do," said Bay FC head coach Emma Coates. "Shannon brings incredible experience, credibility and a genuine passion for helping young players reach their potential. I'm excited to work alongside her to create an environment where our future talent can flourish and where young players can see a pathway to the professional game." "The addition of Shannon Mac Millan represents another important step in realizing our long-term vision for Bay FC," said Bay Collective CEO Kay Cossington. "We are committed to creating a best-in-class development pathway that identifies, supports and inspires young players. Shannon's legacy in the sport speaks for itself, but equally important is her passion for mentoring the next generation. We're excited for the impact she'll have on our players, our coaches and the future of football in the Bay Area." Mac Millan enjoyed a decorated international career with the U.S. Women's National Team, earning 176 caps and helping the United States win the 1996 Olympic gold medal, the 1999 FIFA Women's World Cup and the 2004 Olympic gold medal. Her individual accolades include MAC Herrmann Trophy (1995), Honda Sports Award (1995) and the U.S. Soccer Female Athlete of the Year (1995). A dynamic midfielder and forward, she scored 60 international goals during her career and was inducted into the Oregon Sports Hall of Fame in 2007 and the National Soccer Hall of Fame in 2016. Following her playing career, Mac Millan has dedicated herself to coaching and youth development, working with players across all age groups while advocating for opportunities that help young athletes reach their full potential. "I'm thrilled to join Bay FC at such an exciting time for the club," said Mac Millan. "Developing the next generation is something I'm deeply passionate about, and I believe in creating a pathway that not only identifies top young talent but gives those players the support and guidance to grow into successful professional athletes. I'm excited to get started and help build something truly meaningful for the future of the club." Mac Millan's appointment reinforces Bay FC's long-term commitment to growing the game in the Bay Area and establishing a best-in-class player development pathway that connects the nation's talent with the highest levels of women's soccer.

The biggest untapped revenue in sports is already in your fan base. June 29, 2026 The average fan spends $1,600 a year on their fandom. The sports organizations capturing the most of it treat the ticket as the start of that relationship, not the end. A ticket purchase is the first data point in a fan relationship. It's the first time a fan tells you they're interested. Over time, that picture deepens: how often they come, what they buy, how they engage. That's the foundation for every revenue opportunity that follows. The teams and sports organizations leading in fan revenue are the ones building on top of that first purchase: using what they know about their fans to create more reasons to spend, more reasons to come back, and more ways to engage beyond game day. Your ticketing platform determines how much revenue you capture. Ticketing sits at the center of every fan revenue stream that follows: upgrades, memberships, hospitality, sponsorships, commerce. The platform you choose also controls how much you own the fan relationship. This means the data your fans generate, how they're communicated with, how their experience is branded, and what you can build on top of it all flow from that single infrastructure decision. Most organizations treat ticketing as an operational necessity rather than a commercial foundation. The complexity is real: dynamic inventory, season ticket allocations, resale markets, suite management, access control. Because it's hard, the default has been to accept whatever solution was available. The organizations capturing the most fan revenue are the ones that asked a different question: not just what platform can handle its operations, but what platform gives Tixr, Inc. full ownership and visibility over its fans from the first transaction. What happens when you get it right: the San Jose Earthquakes. The Earthquakes entered the 2026 MLS season with two things working in their favor: a historic start on the pitch and a new ticketing infrastructure built to efficiently convert demand. After years on a legacy platform, the club moved to Tixr ahead of the season, consolidating four separate external tools into one unified system and gaining full visibility over their fans, their inventory, and their sales performance. That visibility changed what they could do with demand. Instead of presenting fans with standard single-game options, the club began surfacing themed ticket packages in the same purchase flow, giving fans more ways to engage and the club more ways to convert interest into revenue. A Star Wars-themed package sat directly alongside regular inventory for the May 16 match and outsold every previous special package by four times. The mechanism was simple: more data, more control over how inventory is presented, more reasons for a fan to buy. Midway through the season, the Earthquakes ranked first in MLS individual ticket sales growth among clubs playing in soccer-specific stadiums, with single-game sales up nearly 100% year over year. The on-field performance created the opportunity. Owning the fan relationship from the first transaction meant the club could actually capture it. The fan relationship extends beyond game day. The fan relationship doesn't end when someone leaves your venue. For organizations with the right foundation, it extends through every touchpoint in between: the days between matches, the weeks between seasons, the moments when there's nothing on the schedule but fans are still showing up. The teams pulling the most value from their fan base are the ones that treat those in-between moments as part of the relationship, not gaps in it. The Houston Dynamo and Dash, San Jose Earthquakes, and Bay FC each launched fully branded, Tixr-powered team apps this season that give fans a reason to engage with their club year-round, not just on matchday. That's the opportunity most organizations are still leaving on the table. And it starts with owning the first transaction. The future of live events runs on Tixr. Discover what's possible when your entire business runs on one trusted platform.

Bay FC chooses Contentstack to drive real-time fan engagement and digital growth in 2026. The women's professional soccer team Bay FC is deepening its collaboration with Contentstack, evolving from an official partner to a provider of adaptive digital experiences. April 15, 2026 01:55 ET | Source: Contentstack AUSTIN, Texas, April 15, 2026 (GLOBE NEWSWIRE) - Contentstack, the pioneer in content management systems (CMS) redefining AI agent-driven digital experiences, announced today that professional soccer club Bay FC, representing the Bay Area in the National Women's Soccer League (NWSL), has selected Contentstack as the partner for its digital experience platform at the start of its third season. Contentstack has been on board as an official partner since the club's founding year in 2024. Building on this partnership, the club is now leveraging the Contentstack Agentic Experience Platform to shape core fan experiences. In its first two seasons in the NWSL, Bay FC was among the league's top five teams in terms of attendance. As the club's visibility and fan base continue to grow beyond the Bay Area, the need for a digital foundation that can keep pace with this dynamism is also increasing. The development of Bay FC took concrete shape at the Fan Appreciation Match presented by Contentstack in October 2024, where Contentstack provided fans with meaningful game-day experiences. Contentstack introduced custom digital trading cards that thrilled fans and simultaneously demonstrated how quickly dynamic digital experiences can be developed and deployed. The success of this initiative also revealed an even greater opportunity: to apply the same speed, flexibility, and creativity to Bay FC's entire digital ecosystem. In the 2026 season, Bay FC will begin gradually migrating core digital fan experiences to Contentstack. The initial focus is on impactful, personalized user experiences to boost visibility, engagement, and ticket sales. Additionally, the club plans to more strategically utilize the platform's personalization and AI features to offer increasingly tailored experiences to fans. Contentstack gives Bay FC's digital team more control in implementing complex content campaigns. As a result, updates that previously required additional coordination are now implemented significantly faster and more efficiently. Using Contentstack, the team can launch custom campaigns, optimize ticket communication and offers precisely, and test text and imagery in real-time during crucial phases of the season. "Success in sports means pushing boundaries and ensuring the fan experience extends beyond the stadium," said Stacy Johns, CEO of Bay FC. "Women's soccer is in a historic growth phase, and our club is firmly committed to harnessing this momentum. We want to ensure our fans experience a consistent level of energy and dynamism at every digital touchpoint. At the start of our third year, the partnership with Contentstack gives us more autonomy and flexibility to better reach our fans while promoting ticket sales and deeper engagement throughout the entire digital fan journey." "We believed in Bay FC from the beginning," said Neha Sampat, CEO of Contentstack. "This is a club growing thoughtfully - and there's something particularly powerful about collaborating with an organization whose values and vision align so strongly with our own. We're proud to provide the digital foundation that helps Bay FC keep pace with the speed of the game. That this belief is now reflected in their investment makes this next phase especially significant." With Contentstack as a partner for digital transformation, Bay FC leverages the dynamism of game days for its online interactions. The platform enables the club to grow alongside its fans and play a key role in shaping the future of dynamic, personalized experiences. This positions it as a pioneer in the NWSL. Single tickets for all Bay FC home games in 2026 are now available at BayFC.com/tickets. Fans thus have the opportunity to secure their seats in PayPal Park for the eagerly anticipated matches of the season. About Contentstack Contentstack is redefining how modern digital experiences are designed and managed. As a pioneer of the Agentic Experience Platform (AXP), Contentstack unifies structured content and brand governance (Content Cloud), real-time customer data and omnichannel personalization (Data Cloud), and autonomous AI orchestration (Agent OS) in a unified system. Many companies use headless CMS or standalone AI tools to drive their transformation. However, they often face isolated systems and manual processes. Contentstack helps companies overcome this complexity. Content, data, and AI are interconnected so that digital experiences can be delivered faster, managed more easily, and adapted flexibly in real-time. Contentstack's clients include leading brands such as Mattel, ASICS, Burberry, Walmart, and Alaska Airlines. They use the solution to reduce operational friction and deliver personalized, scalable digital experiences with high reliability. The company is known for its customer-centric culture and its commitment to the communities it serves through the "Contentstack Cares" program. About Bay Football Club Bay Football Club (Bay FC) is a professional soccer club from the Bay Area and the 14th team in the National Women's Soccer League (NWSL). It was founded in April 2023 by USWNT legends Brandi Chastain, Leslie Osborne, Danielle Slaton, and Aly Wagner together with global investment firm Sixth Street and an investor group of prominent leaders from technology, business, and sports. Sixth Street's investment represents the largest institutional investment in a professional women's sports team to date. Bay FC is changing the face of women's soccer as we know it. The club took to the field for the first time in the 2024 season. Tickets for Bay FC matches are now available at BayFC.com. Fans can follow Bay FC's social media channels (@wearebayfc) for the latest news, merchandise, and event information. Media Contact: Payton de los Cobos Senior Manager, Earned Media & Communications [email protected] Photos accompanying this announcement are available at