The celebrity investor coming into football as part of an ownership group is nothing new these days, but there were more than a few eyebrows raised when it was announced that Snoop Dogg, alongside footballing legend Luka Modric, had become a minority investor in Swansea. There must be something in the Welsh water. Swansea is storied club with a hugely passionate fanbase and a recent history of Premier League football and both elite player and manager development.
Getting to the bottom of what facilitated this high profile involvement is one thing, but CEO Tom Gorringe is facing all the usual challenges of creating an elite playing environment delivering results on the pitch while trying to ensure the business is exceeding expectations to allow the club to spend money and challenge for promotion.
There are some statistics in here that shocked us, some conditions that have to be taken into account that are unique to this club, but when reflecting on this conversation, this is a team absolutely moving in the right direction. It’s maximisation of financial opportunity without losing your values alongside how we’re still gunning for a Snoop Dogg, Just Eat, Rossi’s collaboration to take place pre game (one for Swansea fans/if you’re not go and google the iconic fish and chip establishment). Let’s get on with it. We’re delighted to welcome Tom to Business of Sport.
Timestamps:
00:00 Intro
03:24 On Staying Open and Connected with Fans
06:53 What Tom’s Job Actually Involves
09:14 How Modric and Snoop Joined the Club
14:54 Death Row Records Deal
18:11 The Power of Celebrity in Football
20:38 The Revenue Drivers
23:01 Content Strategy
25:13 How Communication Works with Multiple Owners
29:56 Lessons from Bristol to Swansea
31:05 Budgeting
35:07 How Loan Deals Are Structured
37:17 How Swansea Supports Players Beyond the Pitch
38:22 Inside the Decision to Appoint Manager
42:09 Ranking Why People Join Swansea
44:41 The Role of Football Regulation Today
47:10 Tom’s Opinion on Parachute Payments
48:24 Is Owning a Club Serious Business or Just Fun?
53:07 Quick-Fire Round
On today’s show we discuss:
Snoop Dogg, Luka Modric & a New Era for Swansea:
How one of the most unexpected ownership stories in football came together.
Why Snoop Dogg and Luka Modric invested in Swansea and how it’s changing the club’s global profile overnight.
How the club is using celebrity partnerships to drive sponsorship, retail, and brand awareness including a Death Row Records x Swansea collaboration that broke sales records
Authenticity, Community & the Fans:
Why Swansea’s local identity remains at the heart of everything and why openness with fans is one of Tom’s core principles.
The balance between commercial growth and staying true to the club’s roots as a working-class, one-club city.
How fan engagement and local pride are helping rebuild trust and unity across the club
Financial Discipline & Sustainability:
The economics of a Championship club in 2025. £21.5m turnover, £15m losses, and the battle for sustainability.
How Tom cut £3.9m in annual costs without harming performance including the famous “dirty windows” moment.
A huge thank you to our amazing partners on the show:
Stryde
Bringing sports investment opportunities to your door. Visit http://www.gostryde.com to become part of the movement!