Swansea City may be playing in the EFL Championship — England’s second tier — but the ownership story behind this proud Welsh club has become one of the most talked-about in world football.
In the space of just one year, Swansea has gone from a quiet internal ownership reshuffle to an investor list that includes a rap legend, a Real Madrid icon, and one of America’s most famous lifestyle entrepreneurs. The battle to put Swansea City back on the world map is very much on.
Who Owns Swansea City FC in 2026?
Swansea City is currently majority-owned by Swansea Football LLC — a vehicle controlled by Brett Cravatt and Jason Cohen — which holds approximately 71.18% of the club.
The remaining ownership is split between Nigel Morris (~12.9%) and the Swansea City Supporters Society Ltd (~6.98%, including a protected 5% stake that can never be diluted below that threshold).
The club’s day-to-day leadership sits with Andy Coleman, who serves as Club Chairman and is one of the central figures in the current ownership group alongside Cravatt and Cohen. The ownership structure is laid out in full on the club’s official ownership statement.
Ownership and Key Stakeholders Table
| Owner / Party | Role | Stake | Key Detail |
|---|---|---|---|
| Swansea Football LLC (Brett Cravatt & Jason Cohen) | Majority Owner | ~71.18% | American-led; controlling vehicle of the current majority group |
| Nigel Morris | Minority Co-Owner | ~12.9% | British investor; part of the November 2024 takeover group |
| Swansea City Supporters Society Ltd | Fan Ownership | ~6.98% | Includes a permanently protected 5% stake |
| Andy Coleman | Club Chairman | Part of majority LLC stake | Leads day-to-day operations; key figure since May 2023 |
| Luka Modrić | Minority Investor & Co-Owner | Undisclosed | Croatian football legend; invested April 2025 |
| Snoop Dogg | Minority Investor & Co-Owner | Undisclosed | American rapper; joined July 2025 |
| Martha Stewart | Minority Investor & Co-Owner | Undisclosed | American businesswoman; joined December 2025 |
| Jason Levien & Steve Kaplan | Previous Majority Owners | Fully exited November 2024 | Owned club from 2016; sold shares to current group |
The Origin Story: From the Vetch Field to Welsh Football History
Swansea City Association Football Club was founded in 1912 and is the oldest and most successful football league club in Wales. The club played its home matches at the Vetch Field from its early years all the way until 2005, when it moved to the modern Swansea.com Stadium — a 21,000-capacity ground on the edge of the city center.
Swansea City’s greatest era came between 2011 and 2018, when the club competed in the English Premier League — a remarkable achievement for a club from a city of just 250,000 people.
At its peak in 2013, the club won the EFL League Cup, beating Bradford City in the final at Wembley. Since relegation from the Premier League in 2018, the club has remained in the EFL Championship, dreaming of a return to the top flight.
How the Current Owners Took Over: The November 2024 Transition
The most important recent development in Swansea City’s ownership came on November 23, 2024, when the EFL granted clearance for a full change of majority ownership.
Jason Levien and Steve Kaplan — the American duo who had controlled the club since 2016 — sold all of their remaining shares to fellow shareholders Andy Coleman, Brett Cravatt, Nigel Morris, and Jason Cohen.
As part of the deal, the incoming group injected more than £20 million directly into the club, providing immediate financial stability. Four new board members were simultaneously appointed: Jason Cohen, Tyler Morse, George Popstefanov, and Chris Sznewajs.
The Swansea City Supporters’ Trust confirmed it had approved and signed off the paperwork. Levien, Jake Silverstein, and Bobby Heinreich all departed the board as part of the transition. It was the cleanest and most structured ownership change the club had seen in years — and it set the stage for everything that followed in 2025.
This kind of ownership transition is not uncommon in football — similar stories can be found in who owns Fulham FC and who owns TGL.
The Celebrity Investor Wave: Modrić, Snoop Dogg and Martha Stewart
This is where Swansea City’s story stops being just a football story and becomes something much bigger.
In April 2025, Luka Modrić — the Croatian footballing legend and six-time Champions League winner with Real Madrid — became a minority co-owner of Swansea City.
Modrić, now playing for AC Milan, is widely regarded as one of the greatest midfielders in the history of the sport. His investment was the first signal that Swansea’s new owners had an ambitious global vision for the club.
Then in July 2025, Snoop Dogg — the American rapper, entrepreneur, and entertainment icon with over 88 million Instagram followers — announced he had become a “co-owner and investor” of Swansea City. The timing was deliberate. Welsh rivals Wrexham AFC had become a global sensation under owners Ryan Reynolds and Rob McElhenney, and Swansea was clearly positioning itself as the counter-narrative. Snoop even took a playful public jab at Wrexham on social media during the launch of Swansea’s 2025–26 home kit — which he helped unveil. According to a report by ESPN, he described Swansea as “a proud, working-class city and club. An underdog that bites back, just like me.”
Most recently, in December 2025, Martha Stewart — the 84-year-old American businesswoman, television personality, and lifestyle icon — joined the ownership group. Stewart attended Swansea’s 2–1 home victory over Wrexham before the announcement was made, and her involvement was confirmed by majority owners Brett Cravatt and Jason Cohen in a message to fans.
As reported by AFP, the pair wrote: “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.”
In a matter of months, Swansea City had gone from a mid-table Championship club with a quiet ownership transition to a global brand with one of the most eye-catching investor rosters in the sport.
For context on how celebrity ownership has transformed other clubs, Wrexham’s own story is documented widely, and similar dynamics are at play in American sports too — as seen in stories like who owns TGL and who owns HYROX.
The Role of the Supporters’ Trust: Fan Power at Swansea
One of the things that makes Swansea City genuinely unusual among professional football clubs is the formal power held by its fan base.
The Swansea City Supporters Society Ltd — effectively the Supporters’ Trust — holds approximately 6.98% of the club, which includes a permanently protected 5% ownership position.
That protected stake cannot be diluted regardless of any future ownership changes or share issuances. The Trust also holds permanent director positions on the club’s board, giving supporters a direct and legally protected voice in how the club is run.
This structure dates back to 2001–02, when the club came within hours of going out of existence entirely. Fans stepped in to save Swansea City from liquidation, and as a result of that involvement, supporter ownership has been woven into the club’s DNA ever since.
It is a model that is still rare in English professional football — and one that Swansea supporters are rightly proud of.
Swansea City in the 2025–26 Season
On the pitch, Swansea City competed in the 2025–26 EFL Championship season — their eighth consecutive season in England’s second tier. The club plays its home matches at the Swansea.com Stadium in front of average attendances of around 15,000–16,000 fans.
The club’s reported annual turnover was £21.5 million for the year ending June 30, 2024 — a relatively modest figure for a club of Swansea’s history and ambition.
The ownership group has been open about the financial challenges of sustaining a Championship club without Premier League broadcast revenue, and the £20 million injected at the time of the November 2024 ownership change was critical in providing a platform for investment.
The star-power investor strategy — Modrić, Snoop Dogg, Martha Stewart — is clearly designed to raise Swansea’s global profile, attract sponsorship, and grow commercial revenues in a way that pure football performance alone cannot achieve in the Championship. It is the Wrexham playbook, reimagined with a different cast.
Frequently Asked Questions (FAQs)
Q1. Who owns Swansea City FC in 2026?
Swansea City is majority-owned by Swansea Football LLC, controlled by Brett Cravatt and Jason Cohen, holding approximately 71.18% of the club.
Q2. Is Snoop Dogg an owner of Swansea City?
Yes. Snoop Dogg became a minority co-owner and investor in Swansea City in July 2025.
Q3. Is Luka Modrić an owner of Swansea City?
Yes. Luka Modrić joined as a minority investor and co-owner of Swansea City in April 2025.
Q4. Is Martha Stewart an owner of Swansea City?
Yes. Martha Stewart became a minority owner of Swansea City in December 2025, joining after attending the club’s win over Wrexham.
Q5. What happened to the previous Swansea City owners?
Jason Levien and Steve Kaplan sold all their shares to the current ownership group on November 23, 2024, fully exiting the club.
Q6. Do Swansea City fans own part of the club?
Yes. The Swansea City Supporters Society Ltd holds approximately 6.98%, including a permanently protected 5% stake with board representation.
Q7. How much did the new owners invest in Swansea City?
The current ownership group injected more than £20 million directly into the club as part of the November 2024 takeover.
Q8. What league does Swansea City play in?
Swansea City plays in the EFL Championship — England’s second tier — and has been there since relegation from the Premier League in 2018.
Swansea City FC is majority-owned through Swansea Football LLC, controlled by Brett Cravatt and Jason Cohen, with approximately 71.18% of the club. Nigel Morris holds around 12.9%, and the Swansea City Supporters Society Ltd holds a protected ~7% stake that can never fall below 5%.
The current ownership group completed a full takeover from previous owners Jason Levien and Steve Kaplan on November 23, 2024, injecting over £20 million into the club.
Since then, Swansea has assembled one of the most extraordinary minority investor lists in world football — Luka Modrić (April 2025), Snoop Dogg (July 2025), and Martha Stewart (December 2025).
The club is using celebrity investor power to punch well above its financial weight in terms of global visibility, commercial partnerships, and fan engagement — all while chasing a dream return to the Premier League.