Swansea City AFC has expanded its roster of high-profile backers with the addition of Martha Stewart, the renowned American businesswoman and media personality. She joins a minority ownership group that already includes music artist Snoop Dogg and football star Luka Modrić.
The club’s principal owners, Brett Cravatt and Jason Cohen, confirmed the investment, though the specific financial terms were not made public. In a statement, they highlighted the value of the heightened profile and attention the club has garnered since other celebrities became involved.
This development continues a notable trend of American investment in clubs across the English football league system, often attracted by the historic appeal and growth potential outside the top flight. Other examples include retired NFL quarterback Tom Brady’s stake in Birmingham City.
Stewart’s involvement follows her attendance at a recent Swansea match, a dramatic late victory over rivals Wrexham. That north Welsh club itself has risen rapidly through the leagues, fueled by investment from Hollywood figures.
The new investor built a vast lifestyle empire, authoring numerous books and creating a brand that remains a household name. In recent years, she has developed a well-publicized partnership with fellow Swansea investor Snoop Dogg, including joint appearances at major international events.
Club leadership indicated that Stewart’s arrival is not expected to trigger a major spending spree in the upcoming transfer window. They expressed confidence in the pathway for young players under the direction of head coach Vítor Matos.
The Swans have been under American ownership since 2016, with Cravatt and Cohen assuming control last year. The club is also reportedly in discussions regarding the potential purchase of its stadium from local authorities.