Kevin V. Nguyen

Remember the sports bra celebration seen around the world?&nbsp;

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Remember the sports bra celebration seen around the world?&nbsp;

Twenty-five years ago, when U.S. women’s national team legend and Bay Area native Brandi Chastain scored the deciding penalty at the Rose Bowl to clinch the 1999 FIFA Women’s World Cup title, she ripped off her jersey, dropped to her knees and roared in triumph.&nbsp;

Twenty-five years ago, when U.S. women’s national team legend and Bay Area native Brandi Chastain scored the deciding penalty at the Rose Bowl to clinch the 1999 FIFA Women’s World Cup title, she ripped off her jersey, dropped to her knees and roared in triumph.&nbsp;

It remains a pantheon-level image—up there with Michael Jordan’s flying fist pump and Muhammad Ali looming over Sonny Liston. Yet, for how the moment has come to embody women’s empowerment, Chastain and her teammates returned home after the tournament to a barren landscape for women’s soccer. They were the best in the world, but most couldn’t make a living just by playing.

It remains a pantheon-level image—up there with Michael Jordan’s flying fist pump and Muhammad Ali looming over Sonny Liston. Yet, for how the moment has come to embody women’s empowerment, Chastain and her teammates returned home after the tournament to a barren landscape for women’s soccer. They were the best in the world, but most couldn’t make a living just by playing.

The season’s hottest sports gear is a letterman jacket you can’t buy—yet

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“Back then, if you weren’t in that elite group of 30 or so players that played for the national team, your playing career was done,” said Danielle Slaton, who had a four-year stint as a defender on the national team in the early 2000s.&nbsp;

“Back then, if you weren’t in that elite group of 30 or so players that played for the national team, your playing career was done,” said Danielle Slaton, who had a four-year stint as a defender on the national team in the early 2000s.&nbsp;

Brandi Chastain of the US celebrates after kicking the winning penalty shot to win the 1999 Women's World Cup final against China 10 July 1999 at the Rose Bowl in Pasadena. The US won 5-4 on penalty kicks.

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined01_20240329-bayfchomeopener.jpg?w=1324" alt="A joyful athlete on her knees on a soccer field, shouting in triumph, with a jersey in hand." class="wp-image-263109"/><figcaption class="wp-element-caption">Brandi Chastain celebrates her World Cup title-winning penalty kick against China in 1999.</figcaption></figure>

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<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined01_20240329-bayfchomeopener.jpg?w=1324" alt="A joyful athlete on her knees on a soccer field, shouting in triumph, with a jersey in hand." class="wp-image-263109"/><figcaption class="wp-element-caption">Brandi Chastain celebrates her World Cup title-winning penalty kick against China in 1999.</figcaption></figure>

Now, a quarter-century later, Chastain, Slaton and fellow national team members and Santa Clara University alums Aly Wagner and Leslie Osborne have come together to try to change that equation in the Bay Area.

Now, a quarter-century later, Chastain, Slaton and fellow national team members and Santa Clara University alums Aly Wagner and Leslie Osborne have come together to try to change that equation in the Bay Area.

Their brainchild? Bay FC, a full-fledged National Women’s Soccer League team set to play its first-ever home game against the Houston Dash on Saturday at PayPal Park in San Jose.&nbsp;

Their brainchild? Bay FC, a full-fledged National Women’s Soccer League team set to play its first-ever home game against the Houston Dash on Saturday at PayPal Park in San Jose.&nbsp;

Its arrival is overdue and a long time coming. After a series of <a href="https://www.nytimes.com/2003/09/16/sports/soccer-women-s-soccer-league-folds-on-world-cup-s-eve.html">stops</a> and <a href="https://www.theguardian.com/football/2023/jul/05/fc-gold-pride-history-san-francisco">starts</a> for Bay Area women’s professional soccer, Bay FC represents a nine-figure wager on whether a world-class team and fan base can be forged from scratch.&nbsp;

Its arrival is overdue and a long time coming. After a series of <a href="https://www.nytimes.com/2003/09/16/sports/soccer-women-s-soccer-league-folds-on-world-cup-s-eve.html">stops</a> and <a href="https://www.theguardian.com/football/2023/jul/05/fc-gold-pride-history-san-francisco">starts</a> for Bay Area women’s professional soccer, Bay FC represents a nine-figure wager on whether a world-class team and fan base can be forged from scratch.&nbsp;

The team has assembled an Avengers-like squad on and off the field to make its case, silence the doubters and fulfill the potential posed by Chastain’s indelible moment of victory.&nbsp;

The team has assembled an Avengers-like squad on and off the field to make its case, silence the doubters and fulfill the potential posed by Chastain’s indelible moment of victory.&nbsp;

<h2 class="wp-block-heading" id="h-off-the-pitch">Off the pitch</h2>

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<h2 class="wp-block-heading" id="h-off-the-pitch">Off the pitch</h2>

The “founding four,” as Chastain, Osborne, Slaton and Wagner are called, serve as minority owners and the public face of Bay FC. The enterprise itself is fueled by the largest-ever investment into a women’s pro team by Sixth Street Partners, which owns a majority stake.

The “founding four,” as Chastain, Osborne, Slaton and Wagner are called, serve as minority owners and the public face of Bay FC. The enterprise itself is fueled by the largest-ever investment into a women’s pro team by Sixth Street Partners, which owns a majority stake.

Former player Wagner and Sixth Street CEO Alan Waxman co-chair the club’s board, which includes local tech and sports luminaries like former Meta COO Sheryl Sandberg, former Warriors president Rick Welts and former Giants executive Staci Slaughter.

Former player Wagner and Sixth Street CEO Alan Waxman co-chair the club’s board, which includes local tech and sports luminaries like former Meta COO Sheryl Sandberg, former Warriors president Rick Welts and former Giants executive Staci Slaughter.

Last spring, the San Francisco-based private equity firm poured $125 million into the team, which included a $53 million expansion fee—<a href="https://www.ft.com/content/4c07e452-9884-4ddc-9c29-1cfbfafaf634">10 times</a> the fees charged for a NWSL team in 2020.&nbsp;

Last spring, the San Francisco-based private equity firm poured $125 million into the team, which included a $53 million expansion fee—<a href="https://www.ft.com/content/4c07e452-9884-4ddc-9c29-1cfbfafaf634">10 times</a> the fees charged for a NWSL team in 2020.&nbsp;

Bay FC’s debut coincides with an unprecedented <a href="https://www2.deloitte.com/us/en/insights/industry/technology/technology-media-and-telecom-predictions/2024/tmt-predictions-professional-womens-sports-revenue.html">wave of commercial investment</a> in women’s sports due to new broadcast deals, league expansion and the involvement of major financial players and <a href="https://www.latimes.com/sports/soccer/angel-city-fc/story/2024-03-16/angel-city-seeking-new-owner-for-controlling-stake-of-franchise">celebrities</a>.&nbsp;

Bay FC’s debut coincides with an unprecedented <a href="https://www2.deloitte.com/us/en/insights/industry/technology/technology-media-and-telecom-predictions/2024/tmt-predictions-professional-womens-sports-revenue.html">wave of commercial investment</a> in women’s sports due to new broadcast deals, league expansion and the involvement of major financial players and <a href="https://www.latimes.com/sports/soccer/angel-city-fc/story/2024-03-16/angel-city-seeking-new-owner-for-controlling-stake-of-franchise">celebrities</a>.&nbsp;

Leading the club’s all-women executive team in the front office is CEO Brady Stewart, the former head of the direct-to-consumer business at Levi Strauss &amp; Co.&nbsp;

Leading the club’s all-women executive team in the front office is CEO Brady Stewart, the former head of the direct-to-consumer business at Levi Strauss &amp; Co.&nbsp;

(From left) Jen Millet, Danielle Slaton, Jessica Jackson, Brady Stewart, and Lisa Goodwin-Scharff pose for a portrait at Bay FC headquarters on Tehama Street in San Francisco on Thursday, March 21, 2024. Bay FC is the Bay Area’s first National Women’s Soccer League team and is being built by an all-woman leadership team ahead of their home debut on March 30.

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined02_20240329-bayfchomeopener.jpg?w=2500" alt="Five women stand smiling against a patterned backdrop, dressed in professional attire." class="wp-image-263110"/><figcaption class="wp-element-caption">From left to right, Bay FC COO Jen Millet, co-founder Danielle Slaton, CFO Jessica Jackson, CEO Brady Stewart, and EVP of Communications Lisa Goodwin-Scharff at the club&#8217;s headquarters in San Francisco.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined02_20240329-bayfchomeopener.jpg?w=2500" alt="Five women stand smiling against a patterned backdrop, dressed in professional attire." class="wp-image-263110"/><figcaption class="wp-element-caption">From left to right, Bay FC COO Jen Millet, co-founder Danielle Slaton, CFO Jessica Jackson, CEO Brady Stewart, and EVP of Communications Lisa Goodwin-Scharff at the club's headquarters in San Francisco.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined02_20240329-bayfchomeopener.jpg?w=2500" alt="Five women stand smiling against a patterned backdrop, dressed in professional attire." class="wp-image-263110"/><figcaption class="wp-element-caption">From left to right, Bay FC COO Jen Millet, co-founder Danielle Slaton, CFO Jessica Jackson, CEO Brady Stewart, and EVP of Communications Lisa Goodwin-Scharff at the club&#8217;s headquarters in San Francisco.</figcaption></figure>

“The average time to bring a new team to market is usually at least 18 months,” Stewart told The Standard at Bay FC’s offices in San Francisco, a block away from the Salesforce Tower. “We did it in eight, which is crazy.”&nbsp;

“The average time to bring a new team to market is usually at least 18 months,” Stewart told The Standard at Bay FC’s offices in San Francisco, a block away from the Salesforce Tower. “We did it in eight, which is crazy.”&nbsp;

When she started last June, all Bay FC had was a logo. In the following months, Stewart helped build out an entire startup from scratch—filling out the ticket sales department, signing leases for training fields and negotiating broadcast rights.

When she started last June, all Bay FC had was a logo. In the following months, Stewart helped build out an entire startup from scratch—filling out the ticket sales department, signing leases for training fields and negotiating broadcast rights.

Jen Millet and Lisa Goodwin-Scharff, both former Golden State Warriors execs, soon came on board as COO and executive vice president of communications, respectively.&nbsp;

Jen Millet and Lisa Goodwin-Scharff, both former Golden State Warriors execs, soon came on board as COO and executive vice president of communications, respectively.&nbsp;

“What struck me the most was how hardcore the fandom that’s existed in the market even with the lack of a team that’s been here,” Millet said. “That just speaks to the passion people have for the sport that they’re willing to buy in based on just a promise.”&nbsp;

“What struck me the most was how hardcore the fandom that’s existed in the market even with the lack of a team that’s been here,” Millet said. “That just speaks to the passion people have for the sport that they’re willing to buy in based on just a promise.”&nbsp;

It helps too that <a href="https://sfstandard.com/2024/03/29/bay-fc-womens-soccer-letterman-jacket-merch/">the swag is ‎️‍‎️‍🔥</a>. To create its signature look, Bay FC partnered with San Francisco-based advertising agency Goodby Silverstein &amp; Partners and its design director and noted streetwear designer Benny Gold.

The season&#8217;s hottest sports gear is a letterman jacket you can’t buy—yet

It helps too that <a href="https://sfstandard.com/2024/03/29/bay-fc-womens-soccer-letterman-jacket-merch/">the swag is ‎️‍‎️‍🔥</a>. To create its signature look, Bay FC partnered with San Francisco-based advertising agency Goodby Silverstein &amp; Partners and its design director and noted streetwear designer Benny Gold.

&#8220;It is the perfect marriage of a classic icon with streetwear flair, and I think that in a lot of ways is the Bay,” Stewart said. “That&#8217;s who we are as a region.&#8221;

"It is the perfect marriage of a classic icon with streetwear flair, and I think that in a lot of ways is the Bay,” Stewart said. “That's who we are as a region."

&#8220;It is the perfect marriage of a classic icon with streetwear flair, and I think that in a lot of ways is the Bay,” Stewart said. “That&#8217;s who we are as a region.&#8221;

<h2 class="wp-block-heading" id="h-on-the-pitch">On the pitch</h2>

To resonate with fans beyond opening day hype, the front office knows that Bay FC has to win, of course, but also play a style of soccer that is attractive—filled with elaborate pass sequences and lots of shots on goal.&nbsp;

To resonate with fans beyond opening day hype, the front office knows that Bay FC has to win, of course, but also play a style of soccer that is attractive—filled with elaborate pass sequences and lots of shots on goal.&nbsp;

To execute on that vision—and fast—the team hired General Manager Lucy Rushton in June. Rushton established herself in the men’s game, first with Reading FC in England and then with Atlanta United and D.C. United in Major League Soccer. Less than six months before training camp, she was tasked with hiring a coaching staff and acquiring up to 26 players.&nbsp;

To execute on that vision—and fast—the team hired General Manager Lucy Rushton in June. Rushton established herself in the men’s game, first with Reading FC in England and then with Atlanta United and D.C. United in Major League Soccer. Less than six months before training camp, she was tasked with hiring a coaching staff and acquiring up to 26 players.&nbsp;

Lucy Rushton, Bay FC General Manager, poses for a portrait at Hotel Via on King Street in San Francisco on Thursday, March 21, 2024. Bay FC is the Bay Area’s first National Women’s Soccer League team and is being built by an all-woman leadership team ahead of their home debut March 30.

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined03_20240329-bayfchomeopener.jpg?w=2500" alt="A smiling woman in a black blazer stands with arms crossed, with bamboo and a brown wall in the background." class="wp-image-263111"/><figcaption class="wp-element-caption">Lucy Rushton got her start in professional soccer more than 15 years ago at Reading FC in England. Now, she&#8217;s the general manager of Bay FC, a record-breaking women&#8217;s team in its inaugural season.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined03_20240329-bayfchomeopener.jpg?w=2500" alt="A smiling woman in a black blazer stands with arms crossed, with bamboo and a brown wall in the background." class="wp-image-263111"/><figcaption class="wp-element-caption">Lucy Rushton got her start in professional soccer more than 15 years ago at Reading FC in England. Now, she's the general manager of Bay FC, a record-breaking women's team in its inaugural season.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined03_20240329-bayfchomeopener.jpg?w=2500" alt="A smiling woman in a black blazer stands with arms crossed, with bamboo and a brown wall in the background." class="wp-image-263111"/><figcaption class="wp-element-caption">Lucy Rushton got her start in professional soccer more than 15 years ago at Reading FC in England. Now, she&#8217;s the general manager of Bay FC, a record-breaking women&#8217;s team in its inaugural season.</figcaption></figure>

Rushton said recruiting athletes was difficult since players usually want to gauge who they will play with before coming on board. “You look back now and realize how big of a decision it was for [those first signings] to put their faith in us,” she said.&nbsp;

Rushton said recruiting athletes was difficult since players usually want to gauge who they will play with before coming on board. “You look back now and realize how big of a decision it was for [those first signings] to put their faith in us,” she said.&nbsp;

In September, Rushton selected Bay Area coach Albertin Montoya to helm the team after he initially came on board as an adviser. Ultimately, his experience coaching women’s teams, including at Santa Clara and Stanford universities, and the youth national teams, endeared him to the Bay FC brass.&nbsp;

In September, Rushton selected Bay Area coach Albertin Montoya to helm the team after he initially came on board as an adviser. Ultimately, his experience coaching women’s teams, including at Santa Clara and Stanford universities, and the youth national teams, endeared him to the Bay FC brass.&nbsp;

Rushton and Montoya initially brought on domestic players for the defense and midfield, then made a big splash with the signings of three international stars who were playing in Europe to lead the attack.&nbsp;

Rushton and Montoya initially brought on domestic players for the defense and midfield, then made a big splash with the signings of three international stars who were playing in Europe to lead the attack.&nbsp;

The first was Venezuelan creative midfielder Deyna Castellanos, who plied her trade at Atletico Madrid and Manchester City. Then came Nigerian striker Asisat Oshoala from FC Barcelona, one of Africa’s most decorated players in history. And with the signing of Zambian forward Racheal Kundananji from Madrid CFF, Bay FC broke the <a href="https://www.theguardian.com/football/2024/mar/07/racheal-kundananji-the-most-expensive-female-footballer-moving-the-goalposts" target="_blank" rel="noreferrer noopener">record for the most money ever spent</a>, $788,000, on a women’s soccer player.&nbsp;&nbsp;&nbsp;&nbsp;

The first was Venezuelan creative midfielder Deyna Castellanos, who plied her trade at Atletico Madrid and Manchester City. Then came Nigerian striker Asisat Oshoala from FC Barcelona, one of Africa’s most decorated players in history. And with the signing of Zambian forward Racheal Kundananji from Madrid CFF, Bay FC broke the <a href="https://www.theguardian.com/football/2024/mar/07/racheal-kundananji-the-most-expensive-female-footballer-moving-the-goalposts" target="_blank" rel="noreferrer noopener">record for the most money ever spent</a>, $788,000, on a women’s soccer player.&nbsp;&nbsp;&nbsp;&nbsp;

Deyna Castellanos, left, of Bay FC strikes the ball during a game against Washington Spirit on March 23, 2024 in Washington, DC and Asisat Oshoala of Bay FC controls the ball against of Angel City FC during a game in Los Angeles on March 17, 2024 in Los Angeles.

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined04_20240329-bayfchomeopener.jpg?w=2500" alt="Two female soccer players in white kits are shown in action on the field." class="wp-image-263112"/><figcaption class="wp-element-caption">Deyna Castellanos, left, strikes the ball during a game against Washington Spirit on March 23. Asisat Oshoala, right, controls the ball during Bay FC&#8217;s first regular season game against Angel City FC in Los Angeles on March 17.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined04_20240329-bayfchomeopener.jpg?w=2500" alt="Two female soccer players in white kits are shown in action on the field." class="wp-image-263112"/><figcaption class="wp-element-caption">Deyna Castellanos, left, strikes the ball during a game against Washington Spirit on March 23. Asisat Oshoala, right, controls the ball during Bay FC's first regular season game against Angel City FC in Los Angeles on March 17.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined04_20240329-bayfchomeopener.jpg?w=2500" alt="Two female soccer players in white kits are shown in action on the field." class="wp-image-263112"/><figcaption class="wp-element-caption">Deyna Castellanos, left, strikes the ball during a game against Washington Spirit on March 23. Asisat Oshoala, right, controls the ball during Bay FC&#8217;s first regular season game against Angel City FC in Los Angeles on March 17.</figcaption></figure>

As opposed to the men’s game, which regularly sees more players move freely across the globe, women’s leagues are still mostly composed of domestic players, Rushton said. Investing the team’s transfer budget heavily toward non-American players has differentiated Bay FC from the rest of the league and plays to the squad’s global ambitions.&nbsp;

As opposed to the men’s game, which regularly sees more players move freely across the globe, women’s leagues are still mostly composed of domestic players, Rushton said. Investing the team’s transfer budget heavily toward non-American players has differentiated Bay FC from the rest of the league and plays to the squad’s global ambitions.&nbsp;

“I’m not going to lie, I was a little worried about our roster heading into January,” said former NWSL defender of the year Caprice Dydasco, who signed with Bay FC last fall. “But speaking to Lucy and Albertin, I was just totally on board with their vision and before you know it, they put together a wonderful team.”

“I’m not going to lie, I was a little worried about our roster heading into January,” said former NWSL defender of the year Caprice Dydasco, who signed with Bay FC last fall. “But speaking to Lucy and Albertin, I was just totally on board with their vision and before you know it, they put together a wonderful team.”

<h2 class="wp-block-heading" id="h-paving-the-way">Paving the way</h2>

Before he landed with Bay FC, Montoya helped steer the previous two women’s professional teams in the region, the San Jose CyberRays (2003) and FC Gold Pride (2010), to championships. But both titles were sullied when financial issues forced each of the teams to fold soon after.&nbsp;

Before he landed with Bay FC, Montoya helped steer the previous two women’s professional teams in the region, the San Jose CyberRays (2003) and FC Gold Pride (2010), to championships. But both titles were sullied when financial issues forced each of the teams to fold soon after.&nbsp;

“The fact that we’re going to be playing at a world-class venue like PayPal Park in front of a sold-out crowd just says it all,” Montoya said. “We never got those sorts of numbers even during my time at Gold Pride when we went on a [winning] run.”

“The fact that we’re going to be playing at a world-class venue like PayPal Park in front of a sold-out crowd just says it all,” Montoya said. “We never got those sorts of numbers even during my time at Gold Pride when we went on a [winning] run.”

Head coach Albertin Montoya of Bay FC looks on during warmups ahead of a game against Angel City FC at BMO Stadium on March 17, 2024 in Los Angeles.

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined08_20240329-bayfchomeopener.jpg?w=2500" alt="A man stands with arms crossed watching blurred figures of athletes training on a field." class="wp-image-263116"/><figcaption class="wp-element-caption">Like the club&#8217;s co-founders, Bay FC head coach Albertin Montoya also starred as a player at Santa Clara University. After an injury derailed his playing career, he moved into coaching women&#8217;s and youth soccer. </figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined08_20240329-bayfchomeopener.jpg?w=2500" alt="A man stands with arms crossed watching blurred figures of athletes training on a field." class="wp-image-263116"/><figcaption class="wp-element-caption">Like the club's co-founders, Bay FC head coach Albertin Montoya also starred as a player at Santa Clara University. After an injury derailed his playing career, he moved into coaching women's and youth soccer. </figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined08_20240329-bayfchomeopener.jpg?w=2500" alt="A man stands with arms crossed watching blurred figures of athletes training on a field." class="wp-image-263116"/><figcaption class="wp-element-caption">Like the club&#8217;s co-founders, Bay FC head coach Albertin Montoya also starred as a player at Santa Clara University. After an injury derailed his playing career, he moved into coaching women&#8217;s and youth soccer. </figcaption></figure>

Thanks in part to social media and streaming making their games more accessible, professional women’s sports aren’t just surviving—they’re thriving. This season, the Kansas City Current opened the world’s first-ever soccer stadium <a href="https://www.theguardian.com/football/2024/mar/19/kc-current-stadium-womens-football-nwsl">built specifically for a women’s team</a>.&nbsp;

Thanks in part to social media and streaming making their games more accessible, professional women’s sports aren’t just surviving—they’re thriving. This season, the Kansas City Current opened the world’s first-ever soccer stadium <a href="https://www.theguardian.com/football/2024/mar/19/kc-current-stadium-womens-football-nwsl">built specifically for a women’s team</a>.&nbsp;

Sponsors are starting to catch wind. Earlier this year, Bay FC announced a five-year $13 million deal to place Sutter Health’s logo on its uniforms, the largest agreement of its type in league history.

Sponsors are starting to catch wind. Earlier this year, Bay FC announced a five-year $13 million deal to place Sutter Health’s logo on its uniforms, the largest agreement of its type in league history.

The proof is also in rising valuations. Before the 2024 NWSL season even kicked off, the Portland Thorns and San Diego Wave teams were sold to new owners at $63 million and $120 million, respectively, each setting successively higher record prices for the league.&nbsp;

The proof is also in rising valuations. Before the 2024 NWSL season even kicked off, the Portland Thorns and San Diego Wave teams were sold to new owners at $63 million and $120 million, respectively, each setting successively higher record prices for the league.&nbsp;

It’s all somewhat stunning for Dydasco, who made a mere $6,000 her rookie season in 2015 and lived with a host family to save cash. Now, teams provide housing for players.&nbsp;

It’s all somewhat stunning for Dydasco, who made a mere $6,000 her rookie season in 2015 and lived with a host family to save cash. Now, teams provide housing for players.&nbsp;

“The rookies these days have no idea how good they have it,” she said. “But this is what the previous generations fought for.”&nbsp;

“The rookies these days have no idea how good they have it,” she said. “But this is what the previous generations fought for.”&nbsp;

Bay Football Club (Bay FC) player Caprice Dydasco chats with fans following the team’s inaugural season kickoff event at Civic Center Plaza in front of City Hall in San Francisco on Tuesday, March 26, 2024. Bay FC is the first National Women’s Soccer League (NWSL) team for the region.

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined09_20240329-bayfchomeopener.jpg?w=2229" alt="A smiling woman with sunglasses, a colorful scarf, and a soccer ball, with people wearing branded attire in the background." class="wp-image-263117"/><figcaption class="wp-element-caption">In the 10 years she&#8217;s played in the NWSL, Caprice Dydasco has seen it all. The free agent defender signed with Bay FC in November after meeting with General Manager Lucy Rushton.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined09_20240329-bayfchomeopener.jpg?w=2229" alt="A smiling woman with sunglasses, a colorful scarf, and a soccer ball, with people wearing branded attire in the background." class="wp-image-263117"/><figcaption class="wp-element-caption">In the 10 years she's played in the NWSL, Caprice Dydasco has seen it all. The free agent defender signed with Bay FC in November after meeting with General Manager Lucy Rushton.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined09_20240329-bayfchomeopener.jpg?w=2229" alt="A smiling woman with sunglasses, a colorful scarf, and a soccer ball, with people wearing branded attire in the background." class="wp-image-263117"/><figcaption class="wp-element-caption">In the 10 years she&#8217;s played in the NWSL, Caprice Dydasco has seen it all. The free agent defender signed with Bay FC in November after meeting with General Manager Lucy Rushton.</figcaption></figure>

Dydasco plays on the backline with Savannah “Savy” King, who was drafted second overall this year from the University of North Carolina at Chapel Hill. The 19-year-old decided to leave college after her freshman year to go pro. Not that long ago, very few women’s soccer players would have been able to bet on themselves in that manner.&nbsp;

Dydasco plays on the backline with Savannah “Savy” King, who was drafted second overall this year from the University of North Carolina at Chapel Hill. The 19-year-old decided to leave college after her freshman year to go pro. Not that long ago, very few women’s soccer players would have been able to bet on themselves in that manner.&nbsp;

“I didn’t think [coming out early] was possible until I saw other people do it,” King said. “It’s exciting to start paving the way for other younger players to potentially make the same decision for themselves.”&nbsp;

“I didn’t think [coming out early] was possible until I saw other people do it,” King said. “It’s exciting to start paving the way for other younger players to potentially make the same decision for themselves.”&nbsp;

In the 16th minute of its first-ever league game on March 17, Bay FC forced a turnover against Angel City FC in front of a sold-out crowd at BMO Stadium in Los Angeles.&nbsp;

In the 16th minute of its first-ever league game on March 17, Bay FC forced a turnover against Angel City FC in front of a sold-out crowd at BMO Stadium in Los Angeles.&nbsp;

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https://twitter.com/wearebayfc/status/1769516354900791325
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<blockquote class="twitter-tweet" data-width="500" data-dnt="true">HISTORY. THE FIRST EVER <a href="https://twitter.com/hashtag/BayFC?src=hash&amp;ref_src=twsrc%5Etfw">#BayFC</a> Goal.<a href="https://twitter.com/AsisatOshoala?ref_src=twsrc%5Etfw">@AsisatOshoala</a> | <a href="https://twitter.com/hashtag/LAvBAY?src=hash&amp;ref_src=twsrc%5Etfw">#LAvBAY</a> <a href="https://twitter.com/hashtag/BLegendary?src=hash&amp;ref_src=twsrc%5Etfw">#BLegendary</a> <a href="https://twitter.com/hashtag/WeCameToPlay?src=hash&amp;ref_src=twsrc%5Etfw">#WeCameToPlay</a> <a href="https://t.co/5ijS090zu1">pic.twitter.com/5ijS090zu1</a>&mdash; Bay Football Club (@wearebayfc) <a href="https://twitter.com/wearebayfc/status/1769516354900791325?ref_src=twsrc%5Etfw">March 18, 2024</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Winger Tess Boade intercepted a backward pass and slipped it to a wide-open Oshoala, who squared her hips and slammed home a banger of a goal with the side of her foot. 1-0 Bay FC.

Winger Tess Boade intercepted a backward pass and slipped it to a wide-open Oshoala, who squared her hips and slammed home a banger of a goal with the side of her foot. 1-0 Bay FC.

The Nigerian international, unmissable with her shock of hot pink hair, immediately ran to the left corner and mimed a golf swing—mirroring a Steph Curry celebration she witnessed after he hit a big three against the Milwaukee Bucks at Chase Center a few nights earlier. Oshoala and Castellanos were in the house for that performance and exchanged jerseys with the Warriors superstar after the game.&nbsp;

The Nigerian international, unmissable with her shock of hot pink hair, immediately ran to the left corner and mimed a golf swing—mirroring a Steph Curry celebration she witnessed after he hit a big three against the Milwaukee Bucks at Chase Center a few nights earlier. Oshoala and Castellanos were in the house for that performance and exchanged jerseys with the Warriors superstar after the game.&nbsp;

Bay Football Club (Bay FC) player Asisat Oshoala signs a shoe for a young fan at the team’s inaugural season kickoff event at Civic Center Plaza in front of City Hall in San Francisco on Tuesday, March 26, 2024. Bay FC is the first National Women’s Soccer League (NWSL) team for the region.

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined05_20240329-bayfchomeopener.jpg?w=2348" alt="A person with pink hair is smiling and signing a white shoe for a fan outdoors, in a sunny, crowded setting." class="wp-image-263113"/><figcaption class="wp-element-caption">Asisat Oshoala signs a shoe for a young fan at the team’s inaugural season kickoff event at Civic Center Plaza in San Francisco.</figcaption></figure>

“The other teams in the region have been really supportive of us,” Oshoala said during a recent practice. “I’ve been totally surprised by how many people know us already. It’s exciting.”&nbsp;

“The other teams in the region have been really supportive of us,” Oshoala said during a recent practice. “I’ve been totally surprised by how many people know us already. It’s exciting.”&nbsp;

Bay Area sports fandom can feel simultaneously super-regional and hyper-local. The Warriors and Giants are based in San Francisco but are widely supported across Northern California. Same for the 49ers even though they’ve played in Santa Clara since 2014. Meanwhile, the San Jose Sharks and Earthquakes have had difficulty breaking out of the South Bay. And then there’s the Oakland A’s.

Bay Area sports fandom can feel simultaneously super-regional and hyper-local. The Warriors and Giants are based in San Francisco but are widely supported across Northern California. Same for the 49ers even though they’ve played in Santa Clara since 2014. Meanwhile, the San Jose Sharks and Earthquakes have had difficulty breaking out of the South Bay. And then there’s the Oakland A’s.

Why doesn’t San Francisco have a Major League Soccer team?

Bay FC, which has aspirations to be a team for the whole Bay, will have to thread this needle as they play at San Jose’s PayPal Park for at least the next five years. “We are a team for all nine Bay Area counties,” Stewart said.&nbsp;

Bay FC, which has aspirations to be a team for the whole Bay, will have to thread this needle as they play at San Jose’s PayPal Park for at least the next five years. “We are a team for all nine Bay Area counties,” Stewart said.&nbsp;

The club’s official stance is it’s still keeping its options open and looking for a permanent home.&nbsp;

The club’s official stance is it’s still keeping its options open and looking for a permanent home.&nbsp;

That job falls on team co-founder Slaton, who also holds the title of senior vice president of strategic projects. Slaton declined to list what sites the team is considering for a new stadium, but said the team hopes to decide by this year.&nbsp;

That job falls on team co-founder Slaton, who also holds the title of senior vice president of strategic projects. Slaton declined to list what sites the team is considering for a new stadium, but said the team hopes to decide by this year.&nbsp;

Danielle Slaton, co-founder of Bay FC, poses for a portrait at Bay FC headquarters on Tehama Street in San Francisco on Thursday, March 21, 2024. Bay FC is the Bay Area’s first National Women’s Soccer League team and is being built by an all-woman leadership team ahead of their home debut March 30.

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined06_20240329-bayfchomeopener.jpg?w=1795" alt="A smiling woman with a checkered top and light pants stands by a bookshelf and a plant." class="wp-image-263114"/><figcaption class="wp-element-caption">Bay FC co-founder Danielle Slaton, who is also the senior vice president of strategic projects, is leading the club&#8217;s search for a permanent home. While the club has made real estate investments in San Jose, it hasn&#8217;t ruled out a move.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined06_20240329-bayfchomeopener.jpg?w=1795" alt="A smiling woman with a checkered top and light pants stands by a bookshelf and a plant." class="wp-image-263114"/><figcaption class="wp-element-caption">Bay FC co-founder Danielle Slaton, who is also the senior vice president of strategic projects, is leading the club's search for a permanent home. While the club has made real estate investments in San Jose, it hasn't ruled out a move.</figcaption></figure>

<figure class="wp-block-image size-large"><img src="https://content.sfstandard.com/wp-content/uploads/2024/03/inlined06_20240329-bayfchomeopener.jpg?w=1795" alt="A smiling woman with a checkered top and light pants stands by a bookshelf and a plant." class="wp-image-263114"/><figcaption class="wp-element-caption">Bay FC co-founder Danielle Slaton, who is also the senior vice president of strategic projects, is leading the club&#8217;s search for a permanent home. While the club has made real estate investments in San Jose, it hasn&#8217;t ruled out a move.</figcaption></figure>

For her part, San Francisco Mayor London Breed is adamant that Bay FC belongs in the city. “Don’t get too comfortable down there [in San Jose],” she said to the team at a season kickoff event in front of City Hall on Tuesday.&nbsp;

For her part, San Francisco Mayor London Breed is adamant that Bay FC belongs in the city. “Don’t get too comfortable down there [in San Jose],” she said to the team at a season kickoff event in front of City Hall on Tuesday.&nbsp;

In an interview after the event, Breed pitched several potential stadium sites, including the <a href="https://sfstandard.com/2024/01/24/san-francisco-centre-mall-store-owners-pray-for-turnaround/">former Westfield mall</a>, Candlestick Point or just about “anywhere downtown.”

Dead mall walking: Inside the reeling San Francisco Centre, store owners pray for a turnaround

In an interview after the event, Breed pitched several potential stadium sites, including the <a href="https://sfstandard.com/2024/01/24/san-francisco-centre-mall-store-owners-pray-for-turnaround/">former Westfield mall</a>, Candlestick Point or just about “anywhere downtown.”

“Where Moscone is now, that used to be just parking lots, but now it’s vibrant,” Breed said. “I believe we will make room if they decide they want to be here.”

“Where Moscone is now, that used to be just parking lots, but now it’s vibrant,” Breed said. “I believe we will make room if they decide they want to be here.”

Until then, San Jose checks a lot of boxes.&nbsp;

Until then, San Jose checks a lot of boxes.&nbsp;

The stadium and its facilities are the newest in the region—and with a sold-out PayPal Park for the home opener—that’s 18,000 reasons to believe that Chastain’s promise 25 years ago has finally been delivered.&nbsp;

The stadium and its facilities are the newest in the region—and with a sold-out PayPal Park for the home opener—that’s 18,000 reasons to believe that Chastain’s promise 25 years ago has finally been delivered.&nbsp;

Bay FC has finally arrived. It should’ve been here all along

Sarah Wright

San Francisco’s transit agency is facing an <a href="https://sfstandard.com/transportation/covid-wiped-us-out-muni-director-seeks-to-restore-trust-in-the-system/">existential budget crisis</a>, with ridership at little over half of pre-pandemic levels and voters rejecting fresh investment in the system even as century-old facilities crumble. It also owns a whole lot of land in San Francisco, where a housing crunch has made real estate as valuable as it gets.

San Francisco’s transit agency is facing an <a href="https://sfstandard.com/transportation/covid-wiped-us-out-muni-director-seeks-to-restore-trust-in-the-system/">existential budget crisis</a>, with ridership at little over half of pre-pandemic levels and voters rejecting fresh investment in the system even as century-old facilities crumble. It also owns a whole lot of land in San Francisco, where a housing crunch has made real estate as valuable as it gets.

The opportunity seems obvious: Let the San Francisco Municipal Transportation Agency make money by building much-needed housing on its property.&nbsp;

The opportunity seems obvious: Let the San Francisco Municipal Transportation Agency make money by building much-needed housing on its property.&nbsp;

And the San Francisco Municipal Transportation Agency&#8217;s Potrero Bus Yard project—now four years in the works—is the perfect example of how such a seemingly straightforward solution can so easily go awry in this city.

And the San Francisco Municipal Transportation Agency's Potrero Bus Yard project—now four years in the works—is the perfect example of how such a seemingly straightforward solution can so easily go awry in this city.

And the San Francisco Municipal Transportation Agency&#8217;s Potrero Bus Yard project—now four years in the works—is the perfect example of how such a seemingly straightforward solution can so easily go awry in this city.

Due to previously agreed-upon affordability requirements, the Potrero Yard project, which would include 575 housing units atop the bus facility, isn’t expected to net the agency any money. But SFMTA Director Jeffrey Tumlin has his eye on a bigger ambition: Creating a playbook for the cash-strapped agency to develop the land it owns into housing, creating a sustainable source of revenue. And a range of its portfolio—from its bus yards to its parking garages—could be on the table. The agency owns nearly 150 acres of land in the city, after all.

Due to previously agreed-upon affordability requirements, the Potrero Yard project, which would include 575 housing units atop the bus facility, isn’t expected to net the agency any money. But SFMTA Director Jeffrey Tumlin has his eye on a bigger ambition: Creating a playbook for the cash-strapped agency to develop the land it owns into housing, creating a sustainable source of revenue. And a range of its portfolio—from its bus yards to its parking garages—could be on the table. The agency owns nearly 150 acres of land in the city, after all.

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“Parking demand is in rapid decline,” Tumlin said. “Can we sawcut the Mission garage in two and put a commercial tower on part of that land? Those are all questions we’ll want to be exploring with policymakers, the planning department and others.”

“Parking demand is in rapid decline,” Tumlin said. “Can we sawcut the Mission garage in two and put a commercial tower on part of that land? Those are all questions we’ll want to be exploring with policymakers, the planning department and others.”

But if the $600 million Potrero project is any indication, San Francisco’s housing politics could get in the way of those ambitions. A decision on who to choose as the developer has stalled for many months as politicians debate: How much of the housing should be affordable?

But if the $600 million Potrero project is any indication, San Francisco’s housing politics could get in the way of those ambitions. A decision on who to choose as the developer has stalled for many months as politicians debate: How much of the housing should be affordable?

The transit agency has already committed to ensuring at least 50% of the housing is affordable and plans to let the developer decide the rest. However, members of the neighborhood working group on the project and Supervisor Shamann Walton, who represents the district, want it to be 100% affordable—a demand that could wind up killing the housing altogether by scaring off developers. But if the developer opts for anything less than 100% affordable, it may ignite a political debate that could end up derailing approval at the Board of Supervisors.&nbsp;

The transit agency has already committed to ensuring at least 50% of the housing is affordable and plans to let the developer decide the rest. However, members of the neighborhood working group on the project and Supervisor Shamann Walton, who represents the district, want it to be 100% affordable—a demand that could wind up killing the housing altogether by scaring off developers. But if the developer opts for anything less than 100% affordable, it may ignite a political debate that could end up derailing approval at the Board of Supervisors.&nbsp;

Emblematic of the city’s housing debates, the Potrero development could lay the groundwork for the struggling transit agency’s future, for better or for worse.&nbsp;

Emblematic of the city’s housing debates, the Potrero development could lay the groundwork for the struggling transit agency’s future, for better or for worse.&nbsp;

“The reason why Muni is slow and unreliable and decrepit is because we&#8217;ve been papering over our structural deficit by deferring maintenance for decades,” Tumlin said. “I am trying to fix that problem, and that is politically very unpopular.”

“The reason why Muni is slow and unreliable and decrepit is because we've been papering over our structural deficit by deferring maintenance for decades,” Tumlin said. “I am trying to fix that problem, and that is politically very unpopular.”

“The reason why Muni is slow and unreliable and decrepit is because we&#8217;ve been papering over our structural deficit by deferring maintenance for decades,” Tumlin said. “I am trying to fix that problem, and that is politically very unpopular.”

A Familiar SF Game: Will It Pencil Out?&nbsp;

<h2 class="wp-block-heading" id="h-a-familiar-sf-game-will-it-pencil-out">A Familiar SF Game: Will It Pencil Out?&nbsp;</h2>

<h2 id="h-a-familiar-sf-game-will-it-pencil-out">A Familiar SF Game: Will It Pencil Out?&nbsp;</h2>

Prospective developers of Potrero Yard are wary of the affordability issue, with some already rejecting participation in what they see as a political and financial disaster in the making.&nbsp;

Prospective developers of Potrero Yard are wary of the affordability issue, with some already rejecting participation in what they see as a political and financial disaster in the making.&nbsp;

It’s not the first time the city’s transit agency has tried to build housing. In 2019, an effort to turn the Moscone Garage into a hotel and housing development sputtered out. The agency rejected four proposals because they failed to meet the necessary revenue streams to replace the garage. The garage was netting SFMTA $2 million annually, according to a <a href="https://www.bizjournals.com/sanfrancisco/news/2019/03/21/officials-kill-moscone-garage-housing-hotel-sfmta.html">San Francisco Business Times</a> report.&nbsp;The Potrero project, too, could suffer from similar feasibility issues. SFMTA Board Chair Gwyneth Borden told The Standard the project is likely to be delayed now that voters <a href="https://sfstandard.com/transportation/the-muni-bond-is-going-to-lose-now-what/">rejected a $400 million transportation infrastructure maintenance bond</a> that would have plugged a gap in cash flow the agency needs for the Potrero Yard project.

It’s not the first time the city’s transit agency has tried to build housing. In 2019, an effort to turn the Moscone Garage into a hotel and housing development sputtered out. The agency rejected four proposals because they failed to meet the necessary revenue streams to replace the garage. The garage was netting SFMTA $2 million annually, according to a <a href="https://www.bizjournals.com/sanfrancisco/news/2019/03/21/officials-kill-moscone-garage-housing-hotel-sfmta.html">San Francisco Business Times</a> report.&nbsp;The Potrero project, too, could suffer from similar feasibility issues. SFMTA Board Chair Gwyneth Borden told The Standard the project is likely to be delayed now that voters <a href="https://sfstandard.com/transportation/the-muni-bond-is-going-to-lose-now-what/">rejected a $400 million transportation infrastructure maintenance bond</a> that would have plugged a gap in cash flow the agency needs for the Potrero Yard project.

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<figure class="wp-block-video"><video autoplay loop muted src="https://content.sfstandard.com/wp-content/uploads/2022/06/yard_tight.mp4" playsinline></video><figcaption>Aerial view of Potrero Yard, located at Bryant and Mariposa streets. | Video by Mike Kuba</figcaption></figure>

After receiving proposals from three project teams at the end of last year, the agency approved an early version of a predevelopment agreement in early March, but didn’t choose a lead developer. According to the agency, it reviewed the proposals and is now going back to the potential developers with revisions, which it aims to have done by the end of the year.&nbsp;

After receiving proposals from three project teams at the end of last year, the agency approved an early version of a predevelopment agreement in early March, but didn’t choose a lead developer. According to the agency, it reviewed the proposals and is now going back to the potential developers with revisions, which it aims to have done by the end of the year.&nbsp;

The developer on this project will be responsible for financing for the new bus facility, the housing, and some general infrastructure updates up front. Once the bus yard is complete, the agency plans to pay $180 million up front and then $30 to $35 million per year over 30 years for maintenance, acting CFO Jonathan Rewers said at a recent SFMTA meeting. The mayor has also committed $35 million to the project. Covering the rest of the cost of the housing component will be up to the developer—which may be no small feat in the current economic climate.&nbsp;

The developer on this project will be responsible for financing for the new bus facility, the housing, and some general infrastructure updates up front. Once the bus yard is complete, the agency plans to pay $180 million up front and then $30 to $35 million per year over 30 years for maintenance, acting CFO Jonathan Rewers said at a recent SFMTA meeting. The mayor has also committed $35 million to the project. Covering the rest of the cost of the housing component will be up to the developer—which may be no small feat in the current economic climate.&nbsp;

Sam Moss, executive director at Mission Housing Development Corporation, said his group was taken out of consideration for the project, and that it was a bit of a relief.

Sam Moss, executive director at Mission Housing Development Corporation, said his group was taken out of consideration for the project, and that it was a bit of a relief.

“I wish whoever wins the best of luck, and Mission Housing will support them however we can,” Moss said. “But I don&#8217;t know how they&#8217;re making it work. It certainly didn&#8217;t work when we ran the numbers.”

“I wish whoever wins the best of luck, and Mission Housing will support them however we can,” Moss said. “But I don't know how they're making it work. It certainly didn't work when we ran the numbers.”

“I wish whoever wins the best of luck, and Mission Housing will support them however we can,” Moss said. “But I don&#8217;t know how they&#8217;re making it work. It certainly didn&#8217;t work when we ran the numbers.”

Emerald Fund, too, was disqualified for the project because its submission was judged noncompliant with certain business terms, according to the company’s president, Mark Babsin. He declined to give details.

Emerald Fund, too, was disqualified for the project because its submission was judged noncompliant with certain business terms, according to the company’s president, Mark Babsin. He declined to give details.

How Do You Solve a Problem Like Having No Money?

<h2 class="wp-block-heading" id="h-how-do-you-solve-a-problem-like-having-no-money">How Do You Solve a Problem Like Having No Money?</h2>

<h2 id="h-how-do-you-solve-a-problem-like-having-no-money">How Do You Solve a Problem Like Having No Money?</h2>

The slow progress bodes ill for the agency’s bigger real estate and budgeting plans: Tumlin dreams of adding housing to many of the agency’s other aging bus yards. One candidate is the Presidio Yard, another bus maintenance facility built in 1912 that’s in need of upgrades. Another is the huge parking garage at 5th and Mission, which could be cut in two with housing built on half of it.

The slow progress bodes ill for the agency’s bigger real estate and budgeting plans: Tumlin dreams of adding housing to many of the agency’s other aging bus yards. One candidate is the Presidio Yard, another bus maintenance facility built in 1912 that’s in need of upgrades. Another is the huge parking garage at 5th and Mission, which could be cut in two with housing built on half of it.

In total, the agency owns around 3.8 million square feet of garage space in the city, plus an additional 116,000 square feet in parking lots.&nbsp;

In total, the agency owns around 3.8 million square feet of garage space in the city, plus an additional 116,000 square feet in parking lots.&nbsp;

Bay FC has finally arrived. It should’ve been here all along

Muni is getting in the housing game. Will the politics of affordability kill its plans?

While SF’s Covid recovery falters, South San Francisco is booming

Bay Area holiday lights: 17 dazzling displays of winter wonder

Downtown revival stunted by Omicron, but rents remain stable

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Bay FC has finally arrived. It should’ve been here all along

Muni is getting in the housing game. Will the politics of affordability kill its plans?

While SF’s Covid recovery falters, South San Francisco is booming

Bay Area holiday lights: 17 dazzling displays of winter wonder

Downtown revival stunted by Omicron, but rents remain stable