Martha Stewart, the iconic American businesswoman and lifestyle guru, has become a minority owner of Swansea City AFC, joining the ranks of Snoop Dogg and Luka Modric as high-profile investors in the Welsh club. The announcement, made on Tuesday, marks a significant move for the EFL Championship team as they look to broaden their appeal and commercial opportunities both in the UK and internationally.

Stewart's involvement follows investments from rap legend Snoop Dogg in July and Croatian football star Luka Modric in April. The club's majority owners, Brett Cravatt and Jason Cohen, expressed their excitement about Stewart joining the ownership group, highlighting her successful career as "America's leading homemaking and lifestyle expert". They believe that her presence will further boost the club's profile and contribute to their ambitions on and off the pitch.

Stewart, 84, attended Swansea's recent 2-1 victory over Wrexham on Friday as a guest of the club. Following the match, she posted an image on social media depicting the movie character Deadpool, played by Ryan Reynolds (co-owner of Wrexham), getting beaten up by a swan, Swansea's mascot. This playful jab underscores the friendly rivalry between the two Welsh clubs, both of which have garnered attention for their celebrity ownership.

The specific financial details of Stewart's investment remain undisclosed. However, the club has made it clear that these new minority stakes do not alter the controlling interests. Swansea City, based in South Wales, has been striving to return to the Premier League since their relegation in the 2017-2018 season.

Club officials stated they welcome the fresh perspectives and look forward to collaborative efforts that support the team’s ambitions on and off the pitch. The involvement of figures from outside traditional football circles may reflect a continuing trend where football clubs seek to broaden their appeal and tap into new markets through strategic partnerships and celebrity endorsements.

The addition of Stewart to the ownership group is seen as a strategic move to strengthen the club's profile and commercial opportunities. Swansea City hopes to increase revenue, which would allow them to invest more money into the team under profit and sustainability rules. As of December 2025, Swansea is currently 19th in the English second tier.