Martha Stewart Teams Up with Snoop Dogg for Shocking English Soccer Takeover
"Business mogul. Writer. Chef. Horticulturist. Television personality. Podcast creator. Perpetually inquisitive. Educator. Learner. Mom. Nana. Companion."
These are the descriptors American lifestyle icon Martha Stewart has selected for her Instagram profile. "Swansea City part-owner" might need to be included soon.
In a surprising development, Stewart has joined the ranks of celebrities investing in the mid-tier Championship club, alongside her pal and hip-hop artist Snoop Dogg plus legendary ex-Real Madrid star Luka Modrić.
Stewart was present in south Wales to witness the Swans stage a thrilling turnaround against Wrexham on Friday. Within just four days, the 84-year-old had progressed from spectator to part-owner.
"I'm confident many of you noticed that Martha Stewart was present at the match. Martha is a dear friend of Snoop Dogg and attended the Wrexham fixture as our invited guest," stated a combined announcement from Swansea's principal owners Brett Cravatt and Jason Cohen.
"However, we're thrilled to announce that Martha, who has established an extensive and prosperous career as America's premier domestic and lifestyle authority, has joined Snoop and Luka Modrić as a minority stakeholder in our soccer club.
"We're incredibly excited to bring Martha aboard, and we understand that witnessing Friday evening's match firsthand has only heightened her excitement and eagerness to be part of Swansea City."
While Adam Idah's dramatic 90th-minute goal was certainly thrilling, that likely wasn't the sole motivation behind Stewart's investment in a team lingering in the lower portion of England's second division.
What Motivated Martha Stewart's Investment in Swansea City?
Beyond a newly discovered passion for Championship football, the clear connection between Stewart and Swansea stems from Snoop Dogg. The musician became a minority stakeholder in the club last July after meeting the ownership group "through a shared contact" according to BBC Sport.
Snoop's function at the organization remains as unclear as Modrić's—who was the initial celebrity investor in April—but his relationship with Stewart is widely known. "When you collaborate with someone like Snoop, it's like having a partner. How wonderful that is," the television star once shared with People magazine. "That's why comedians have partners and musical groups exist because it relaxes them and allows greater freedom. Snoop represents my liberation."
It seems Snoop might also serve as Stewart's occasional investment consultant. Though, the self-made billionaire has her own soccer connection through her family.
In October 2024, Stewart shared with People magazine about her grandson's passion for the sport: "He's deeply involved in American football and also an excellent soccer player. He traveled to Amsterdam and Berlin for soccer this summer. He's 12 years old and globe-trotting for soccer."
Swansea City appears to be benefiting most from this celebrity investment trend.
The specific monetary details of all three partnerships haven't been disclosed by the organization. Instead, Swansea has concentrated on highlighting these personalities' prestigious reputations with the clear objective of enhancing the club's own marketability.
When Snoop's investment was revealed during the summer, Swansea stated: "We hope his international recognition and passion for football will play a crucial role in helping us expand the Swansea City brand globally to enhance our commercial success and support our club's ambitions."
Stewart is merely the most recent celebrity to have Swansea attach itself to their star power. The pressing question remains: who will follow next?