The football world did a collective double-take last Monday when Luka Modric, Real Madrid’s midfield maestro and a Ballon d’Or winner, addressed Swansea City supporters with a simple yet surreal message: “Hi Swansea fans, I’m Luka Modric and I’m excited to be part of the journey.”
Clad in a Swansea jersey and cradling a club-branded ball, the 39-year-old Croatian stunned the football fraternity by unveiling his new role—not as a player, but as a co-owner of the south Wales club. Once synonymous with white-gold Real Madrid glories, Modric was now aligned with a Championship outfit whose Premier League days feel like fading echoes. But behind this improbable connection lies a fascinating tale of ambition, strategy, and shared footballing ideals.
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The Genesis: From Los Angeles to Liberty
This partnership didn’t sprout overnight. The journey began in October when Brett Cravatt, a Los Angeles-based entrepreneur and Swansea’s principal shareholder, connected with Modric and his trusted confidant Borja Couce through a mutual acquaintance. Cravatt and fellow controlling owner Jason Cohen had been hunting for a marquee name—someone who could not only elevate the club’s global profile but also embed footballing credibility within its boardroom.
In the words of Modric: “This is an exciting opportunity, Swansea has a strong identity, an incredible fanbase, and the ambition to compete at the highest level.”
What Makes Modric the Perfect Fit?
To the casual observer, Modric’s move from the grandeur of the Santiago Bernabéu to the modest Liberty Stadium might seem like a mismatch. But delve deeper and the logic becomes compelling.
Personal Rapport: Through months of video calls, Modric and the new ownership developed mutual trust and vision alignment.
Football Intelligence: Modric is a self-proclaimed football nerd. He didn’t need to Google Swansea City; he’s watched their matches, remembered their distinctive play under Brendan Rodgers, and even faced them during his Tottenham stint.
Business Curiosity: Even while still performing at the pinnacle of European football, Modric has started eyeing the business aspect of the sport. Cravatt’s proposal offered the midfielder a dual role—financial contributor and operational participant.
Behind the Scenes: Courting a Champion
Swansea’s new director of football, Richard Montague, and recently appointed CEO, Tom Gorringe, played pivotal roles in winning Modric’s confidence. In March, they welcomed Couce to a matchday experience in Swansea against Middlesbrough, which the hosts won 1-0. The city’s proximity to Cardiff, its tranquil atmosphere, and footballing roots resonated with Modric’s sensibilities.
The financials remain under wraps, but sources suggest Modric acquired a 5% stake—marking his serious investment in both financial and emotional terms.
A Role Beyond the Surface: More Than Just a Name
Unlike celebrity investors who fade into the background post-announcement, Modric aims to stay actively involved. While he won’t lace up boots for the Swans or take up desk space at the training ground, his expertise will influence key areas:
Commercial Expansion: With 37.2 million Instagram followers and a World Cup Golden Ball to his name, Modric can open doors to new sponsorship deals and global attention.
Talent Recruitment: Modric’s global footballing insight is expected to shape Swansea’s transfer strategy.
Operational Input: As someone who’s worked under the best managers and systems, his advice could influence footballing decisions.
Financially Speaking: A Calculated Boost
Swansea City’s recent financials paint a worrying picture. The club recorded a £15.2 million pre-tax loss, following a £17.9 million deficit the previous year. With limited domestic growth potential, international reach becomes crucial.
Modric’s involvement offers precisely that—greater brand visibility, cross-border marketing appeal, and possibly more lucrative commercial partnerships.
The Real Madrid Connection: Not a Goodbye Yet
Despite this new venture, Modric is not closing the curtain on his playing career. His current one-year deal with Madrid ends this summer, but the midfield maestro is hopeful of extending his stay into a 14th season.
Astonishingly, at 39, he’s appeared in 50 of Madrid’s 54 matches this season, alongside eight international games for Croatia. That level of endurance and consistency at the highest level reinforces his belief in one more year.
However, the winds of change are blowing at the Bernabéu. Madrid’s Champions League exit and the expected departure of manager Carlo Ancelotti may lead to a broader overhaul—potentially leaving Modric’s future in limbo. Still, if he stays, his sights remain fixed on the 2026 World Cup, assuming Croatia qualify.
Swansea City: A Club Rebooting Itself
Currently 11th in the Championship, Swansea City is a club in transition. Their Premier League heydays (2011–2018), punctuated by a League Cup triumph in 2013, are now distant memories. A flirtation with promotion in 2021 saw them fall short in the playoff final, and since then, inconsistency has plagued them.
Alan Sheehan, the interim head coach post-Luke Williams’ departure, has stabilized the squad. Whether he earns a permanent role might be a conversation Modric finds himself part of soon.
Attendances have dipped to just over 15,000—the lowest since 2009, but optimism is returning following the change in ownership and this high-profile partnership.
Meet the Men Behind the Curtain
Cravatt and Cohen, now the primary decision-makers, were part of a four-man group that took majority control in November. They succeeded Jason Levien and Steve Kaplan, whose reign had grown increasingly unpopular among fans.
Cravatt, notably, shares a bond with Ben Davies—the Welsh defender currently at Spurs, but a Swansea academy product. Introduced by basketball great Steve Nash, Cravatt and Davies now enjoy a close friendship. Nash himself has indirect ties to Swansea—his mother was born there.
Such connections, both sentimental and strategic, are helping Swansea’s new leadership blend international ambition with local understanding.
What This Means for the Championship—and Beyond
Modric’s involvement sends a strong message across the English Football League. First, that the Championship remains an attractive landscape for ambitious investors. Second, that footballers are increasingly looking to stay connected to the game through ownership and mentorship.
This follows a trend started by Tom Brady at Birmingham City and seen spectacularly with Wrexham’s Hollywood takeover. But Modric, still an active player and a bona fide legend, takes it to another level.
For Swansea, it offers the promise of restored identity, financial rejuvenation, and perhaps most importantly, belief.
One thing’s clear—this isn’t just another celebrity endorsement. This is Luka Modric, football obsessive, stepping off the pitch and into the boardroom. And he’s not doing it for headlines—he’s doing it for the beautiful game.
“I’m excited to be part of the journey.” So are we, Luka. So are we.
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FAQs
What is Luka Modric’s role at Swansea City?
Yes, Luka Modric is joining Swansea City as an investor and co-owner, not as a player.
Why did Luka Modric choose Swansea City?
Modric was attracted to Swansea’s strong identity, ambitions, and the opportunity to contribute to the club’s growth off the pitch.
Will Modric play for Swansea?
No, Modric will not be playing for Swansea. His role is as an investor and adviser, helping with player recruitment and strategy.
What is Modric’s stake in Swansea City?
Modric has acquired a 5% stake in Swansea City as part of his investment.
How have Swansea fans reacted to Modric’s involvement?
Swansea fans are excited and amazed by the unexpected involvement of such a footballing legend in their club’s future.
