Martha Stewart has become the latest celebrity to take a minority stake in Swansea City, joining the rapper Snoop Dogg and the footballer Luka Modric as co-owners of the Welsh club. The announcement was made on the club's website by owners Brett Cravatt and Jason Cohen, who did not disclose the size of her investment.
The move highlights the growing presence of American investors in English football, drawn by the sport's heritage and potential returns below the Premier League. Tom Brady holds a minority stake in Birmingham City, while Stewart attended Swansea's dramatic 2-1 comeback against Wrexham last week. Wrexham, backed by Hollywood actors Ryan Reynolds and Rob McElhenney, have enjoyed successive promotions and received an £18m council grant for a new stand.
Stewart, often described as America's first self-made billionaire, built a vast retail and lifestyle brand and has written 99 books. Her career was overshadowed by a 2004 conviction for conspiracy and obstruction of justice, for which she served five months in prison. In recent years, she has forged an unlikely friendship with Snoop Dogg, appearing with him at the 2024 Paris Olympics.
Neither Snoop Dogg nor Modric, who joined AC Milan this year, are listed as persons with significant control of the club on the UK companies register. Cravatt and Cohen, who co-founded Los Angeles marketing company Centerfield, said the additions of Snoop and Luka had increased the club's exposure. However, they do not expect a busy January transfer window, citing new head coach Vítor Matos's focus on developing young players.
"We are very excited to welcome Martha onboard, and we know experiencing Friday night's game in-person has only increased her own enthusiasm and anticipation for being part of Swansea City," Cravatt and Cohen wrote. Swansea have been owned by an American consortium since 2016, with Cravatt and Cohen taking control last year.
