The American lifestyle mogul Martha Stewart has officially become a minority co-owner of Swansea City FC, the Championship club announced on Tuesday. The 84-year-old billionaire joins an increasingly star-studded ownership group that already includes rapper Snoop Dogg and AC Milan midfielder Luka Modrić.
From Friday night guest to minority owner
Stewart attended Swansea's 2-1 victory over Wrexham last Friday as a guest of the club and clearly liked what she saw. The timing is no coincidence: watching the Swans beat Hollywood-owned Wrexham may have sealed the deal for America's first self-made female billionaire.
Club owners Brett Cravatt and Jason Cohen confirmed the move in a statement to fans: "Martha is a close friend of Snoop Dogg and she came to the Wrexham game as our guest. 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 Modrić in becoming a minority owner of our football club."
The celebrity ownership strategy
Swansea's American owners have been deliberately expanding their high-profile investor base to boost the club's global profile. The strategy is clear: generate more revenue through increased visibility, which then allows greater investment in the squad under profit and sustainability regulations.
The ownership group added: "We are very excited to welcome Martha on board, and we know experiencing Friday night's game in-person has only increased her own enthusiasm and anticipation for being part of Swansea City."
Don't expect January fireworks
Despite the arrival of another wealthy investor, the club has tempered expectations for the upcoming transfer window. Currently sitting 19th in the Championship, Swansea won't be going on a spending spree under new coach Vitor Matos.
The statement continued: "Given the high turnover of players in our squad over the 2025 summer window, and Vitor's track record of developing and improving young players, we do not expect the January window to be a particularly busy one for Swansea City."
A broader trend in European football
Stewart's investment follows a growing pattern of American celebrities entering European football ownership. Tom Brady holds a stake at Birmingham City, while Reynolds and Rob McElhenney have transformed Wrexham into a global brand. The Championship is becoming Hollywood's favorite football league.
For Swansea, a club that last played in the Premier League in 2018, the celebrity interest represents an opportunity to rebuild their profile and potentially fund a promotion push in the coming seasons.