Martha Stewart Joins Snoop Dogg and Luka Modrić as Minority Owner of Swansea City

American businesswoman and media personality Martha Stewart has become a minority co-owner of Swansea City Football Club, the Welsh club announced on Tuesday, December 24, 2025. Stewart, renowned as a lifestyle expert and one of the first self-made female billionaires in the United States, joins an increasingly star-studded ownership group that already includes rapper Snoop Dogg and Ballon d’Or winner Luka Modrić .

Stewart’s acquisition in the English Championship club, currently 19th in the second tier of English football, underscores a growing trend of celebrity involvement in football ownership. The announcement followed Stewart’s attendance at Swansea’s dramatic 2-1 victory over rivals Wrexham, where she was a guest of the club’s majority owners. According to the club, experiencing the match firsthand helped fuel her enthusiasm for formally joining the ownership ranks.

Stewart is not the first American celebrity to invest in Swansea City. In July 2025, Snoop Dogg became a minority co-owner, bringing global cultural cachet and enhanced brand visibility to the Welsh side. Earlier that year, superstar midfielder Luka Modrić, fresh off a decorated playing career, also joined the investment group, adding significant football pedigree to Swansea’s boardroom.

The influx of high-profile global names into Swansea’s ownership represents a strategic push to raise the club’s profile commercially and culturally. Majority owners Brett Cravatt and Jason Cohen have welcomed Stewart’s involvement, stating that the club looks forward to leveraging her enthusiasm and extensive experience as part of ongoing efforts to expand Swansea City Football Club’s global reach.

While Stewart has not publicly commented on her investment, the club’s official statement highlighted her “long and successful career” and suggested that her attendance at the Wrexham match intensified her interest in Swansea’s future direction. The financial details of Stewart’s stake remain undisclosed, reflecting a common approach in private minority ownership deals within football’s competitive second tier.

Swansea City’s position in the English Championship, the highly competitive second division beneath the Premier League means the club is often balancing financial sustainability with on-field ambitions. Celebrity investors like Stewart, Snoop Dogg and Modrić bring not only capital but also media attention and marketing potential, which can prove valuable under the league’s profit and sustainability regulations.

For Swansea supporters, celebrity co-ownership can be a double-edged sword: while increased exposure and resources may aid the club’s pursuit of promotion, debate continues over how deeply such figures engage with long-term football strategy versus broader branding opportunities. Nevertheless, Stewart’s established public persona and cross-generational appeal offer unique visibility for Swansea both within the UK and internationally.

As the Championship season progresses, Swansea City’s new ownership dynamics will be closely observed. The club faces challenging fixtures, including clashes against league leaders Coventry City and other promotion contenders. How Stewart’s involvement alongside Snoop Dogg and Modrić will impact both commercial outcomes and competitive strategy remains an intriguing subplot for Swansea’s 2025-26 campaign and beyond.