In a move that further blurs the lines between celebrity culture and British football, US television host and author Martha Stewart has acquired a minority stake in Swansea City Football Club.
A Star-Studded Ownership Group Expands
The announcement, confirmed on Tuesday 23 December 2025, sees Stewart join an already notable group of part-owners at the Championship club. This roster includes her close friend, the rapper Snoop Dogg, and Real Madrid and Croatia midfield legend Luka Modric.
The club's majority owners, Brett Cravatt and Jason Cohen, stated that Stewart's decision to invest followed a visit to Wales. She was present at the Swansea.com Stadium to witness the Swans' 2-1 victory over Welsh rivals Wrexham, an experience that evidently solidified her interest.
From the Stands to the Boardroom
Following the match, Stewart took to Instagram to share her experience with followers, posting a humorous image related to the club's mascot, Cyril the Swan. The club's leadership noted that her enthusiasm for the project increased significantly after attending the passionate derby clash.
This investment continues a growing trend of high-profile American and celebrity involvement in the UK's football pyramid, particularly in the EFL Championship. Stewart's foray into football ownership adds a new dimension to her vast business portfolio, which spans publishing, retail, and lifestyle branding.
What This Means for Swansea City
While the financial details of Stewart's minority stake remain undisclosed, her global profile and marketing savvy are likely viewed as significant assets for the South Wales club. The move aims to boost Swansea City's international brand recognition and commercial appeal, following the path set by Snoop Dogg's involvement.
The club will be hoping that this eclectic mix of ownership—combining traditional investors with entertainment and sports icons—can provide not just headlines, but also the stability and vision needed to push for promotion to the Premier League in the coming seasons.
