Swansea City gains Snoop Dogg and Luka Modric as investors

Swansea City updates supporters as high profile investors join and key development plans are outlined for the 2025-26 season.

Swansea City expands ownership with Snoop Dogg and Luka Modric

Swansea City’s owners, Brett Cravatt and Jason Cohen, announce that Snoop Dogg and Luka Modric have joined as investors and co-owners. The move is framed as a step to raise the club’s global profile and expand resources for the playing squad, while remaining focused on competitive performance in the Championship. The update highlights early summer signings Zeidane Inoussa, Bobby Wales, Ricardo Santos, Cameron Burgess, and Ethan Galbraith, with Kaelan Casey joining on loan from West Ham United. On the training ground, the club praised the work rate seen during a Spain training camp led by head coach Alan Sheehan and his staff, and acknowledged recruitment will continue to evolve as the transfer window closes.

Beyond the squad, Swansea is pursuing structural changes off the pitch. The club is merging its ticketing and retail teams to improve service, extending the club shop’s hours, and launching The Swansea Jack, a new supporters venue developed in partnership with Football Taverns Limited. Academy plans are a major focus, including moving the under-18s from Landore to Fairwood to improve integration and increasing the budget for youth recruitment with the aim of returning to Category One status. Yzzy Taylor has been appointed to lead the senior Women’s team, and the club notes pride in the Welsh national team’s European Championship appearance, plus a national academy licence to strengthen the player pathway for girls in the region. Season ticket sales are reported to be strong and the club remains hopeful for a sell-out schedule next season as fan energy stays high at home games.

The update signals a deliberate shift toward branding Swansea City beyond its local roots. Bringing in Snoop Dogg and Luka Modric as investors positions the club as a global story, worthy of sponsorship attention and broader talent recruitment, but it also invites questions about governance and financial risk. The owners emphasize a measured approach to recruitment and a long-term horizon, which could help balance ambition with stability in a league known for volatility. This balance will be watched closely as the window closes and the team is reshaped around new ownership dynamics.

The focus on academy restructuring and fan experience shows a strategy to build from within while monetizing engagement. Moving the under-18s to Fairwood and boosting the professional development budget signal a serious commitment to future first-team players, yet the costs of chasing Category One status loom large. The Swansea Jack bar and extended retail hours demonstrate attention to non-matchday revenue, a practical step in a crowded market. Overall, the club is signaling ambition with a roadmap that ties on-pitch progress to organizational reforms, a move that could pay off if governance remains transparent and recruitment remains disciplined.

Highlights

Supporters will be kept informed as plans unfold.