American lifestyle mogul Martha Stewart has officially acquired a minority ownership stake in English Championship football club Swansea City FC. The 84-year-old billionaire's investment was confirmed just days after she personally witnessed the Swans' thrilling 2-1 victory over Wrexham from the stands on December 19.
From Spectator to Co-Owner
The club's majority owners, Brett Cravatt and Jason Cohen, announced the significant development in a Christmas update on Swansea City's official website. They revealed that Stewart, a close friend of fellow celebrity investor Snoop Dogg, attended the high-profile match as a guest but departed with a formal stake in the club.
"I am sure many of you will have seen that Martha Stewart was among those in attendance. Martha is a close friend of Snoop Dogg and she came to the Wrexham game as our guest," stated Cravatt and Cohen. "But we are delighted to confirm Martha, who has built a long and successful career as America’s leading homemaking and lifestyle expert, has followed Snoop and Luka Modric in becoming a minority owner of our football club."
The owners expressed excitement about her involvement, noting that experiencing the dramatic Friday night win in person significantly boosted her enthusiasm for the project. The exact financial size of Stewart's stake, like those of Snoop Dogg and Croatian football star Luka Modric who joined earlier in 2025, has not been disclosed.
A Star-Studded Ownership Strategy
Martha Stewart's investment deepens the club's growing list of celebrity backers and is built upon her well-documented friendship with rapper Snoop Dogg. The duo have a history of successful collaborations, including television shows, Super Bowl advertisements, and even shared commentary duties at the 2024 Paris Olympics.
Cravatt and Cohen highlighted the strategic value of these high-profile associations. They pointed to the "increased exposure and increased visibility we have as a club" following the additions of Snoop Dogg and Luka Modric to the ownership group. Swansea City, under American control since 2016 and fully led by the current duo since late 2024, is actively working to raise its global profile. This strategy is designed to drive more commercial revenue while operating within the EFL's strict profit and sustainability regulations.
On-Field Reality and Future Outlook
Despite the influx of celebrity investment and associated glamour, the club's leadership has tempered expectations regarding immediate, lavish spending on players. The owners indicated that the January transfer window is not expected to be particularly busy for Swansea City.
They expressed confidence in head coach Vitor Matos and his ability to develop young talent, suggesting the club's path forward will focus on nurturing players rather than making headline-grabbing signings. Currently positioned 19th in the Championship league table, the Swans are enjoying a positive run of form. Their most notable recent result remains the 2-1 win over Wrexham—a club famously owned by actors Ryan Reynolds and Rob McElhenney—which Martha Stewart watched unfold live.
