Swansea City head coach Alan Sheehan has drawn a firm line between his club and Championship newcomers Wrexham, insisting the Swans are forging their own path despite growing celebrity interest and a swelling media presence.
As Swansea prepare to kick off their league campaign against Middlesbrough, comparisons with Wrexham — owned by Hollywood duo Ryan Reynolds and Rob McElhenney — have become increasingly frequent.
The North Wales club's docu-crafted rise through the divisions and clever marketing strategy has caught attention across the footballing world.
But Sheehan is keen to distance his side from the narrative.
“No, we’re Swansea. We’re not new anything,” he said.
“Now they’re in our division, I suppose, it becomes more there now [rivalry], but we don’t play them until December. So I won’t really be speaking about them until December.”
That stance comes despite a wave of publicity surrounding Swansea’s new co-owner, global rap icon Snoop Dogg, who joined the club’s American-led ownership group last month alongside Croatian legend Luka Modrić.
The announcement brought a surge of attention, with Snoop’s 89 million Instagram followers suddenly exposed to Swansea stories — and his love for local favourite Joe’s Ice Cream.
“To have Snoop and Luka on board is a massive benefit,” Sheehan admitted.
“There is a buzz, obviously. As a football club you have to become more appealing commercially, to be more competitive, and appeal to the wider nation.”
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He added: “Rome wasn’t built in a day, but there are big plans for the football club. It’s about building strong foundations and building that character and resilience within the football club.”
With a behind-the-scenes documentary already in the works - as revealed by Dragon Sports last month - parallels with Wrexham’s FX series, Welcome to Wrexham, are inevitable — but Sheehan remains focused on his club’s own long-term ambitions.
“It would be very naive and narrow-minded to think two very successful people in what they do could not help us,” Sheehan said of Snoop and Modrić’s involvement.
“Successful people have a lot in common – a work ethic, a grit, a determination to get where they want to get to.
"So with Snoop, Luka and the ownership there is a lot of positivity around the football club.”
Modrić, who has now signed for AC Milan following his glittering 13-year spell at Real Madrid, remains actively involved in club affairs behind the scenes.
“Luka has spoke to some players, passed on his knowledge, what he knows about the football club, and the plans that we have for it,” Sheehan revealed.
“Snoop and Luka are very invested in the club. They care, they speak through the ownership and the ownership are very good to us.”
But amid the off-field excitement, Sheehan is quick to underline the footballing task at hand.
Swansea have undergone significant changes over the summer, parting ways with 15 players, while adding six new signings including Kaelan Casey and Melker Widell.
More business is expected before the window closes.
“We have lost a lot of people, a lot of experience,” said Sheehan.
“I think we have brought in some good players but everybody is aware that we need a couple more bodies.”
Recruitment efforts have included failed moves for Oli McBurnie, who opted for Hull City, and Wycombe striker Richard Kone, despite reports of bids.
Swansea remain in talks for Sweden U21 forward Jusef Erabi, while Brighton youngster Malick Yalcouye is also on the radar.
As for when Snoop himself might appear at the Swansea.com Stadium?
“I believe so,” Sheehan smiled. “But I’m not sure which game yet.”
While the limelight may be intensifying, Sheehan is clear: Swansea’s journey is their own — not a sequel to anyone else's success story.
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