Chief Executive Update | October 2026
Swansea City chief executive Tom Gorringe provides an update to supporters on a number of on and off-field matters following the opening months of the season; including reflections on the summer transfer window, news on the plans to return the academy to category one status, and the proposed fan zone at the Swansea.com Stadium.
Hi everyone, I hope you are all keeping well and have enjoyed what has been a very positive start to the season, on and off the field, for our club.
With the current elongated international break providing the first real opportunity for reflection after a hectic start to the new campaign, I wanted to take the chance to update you on a number of areas around the club.
Summer transfer window
Entering the summer transfer window, it was clear that there were areas we wanted to address to help enable us to build on a strong end to last season: we felt we needed to improve our depth in several areas, and we wanted to make sure we added quality to the group capable of increasing the competition for places which, in turn, pushes everyone to as high a level as possible.
We also set out to achieve balance within the group. This comes in many forms; including such parameters as age, experience and technical attributes. Having a group that all bring something to the table, will hopefully help us navigate a difficult, relentless campaign where you face different challenges on a weekly basis.
It is early stages in the season, and ultimately the judgement as to the success of our window will come in the fullness of time, but we feel we ended the window stronger than when we started.
Obviously I cannot go through all our additions, but I am sure you would agree that a number of new faces have quickly made positive impressions, and that has given Vitor greater flexibility – both in terms of individuals and the collective – which is crucial over the course of a 46-game campaign.
One question supporters regularly ask me when I speak to them is regarding our partnership with Jamestown Analytics and how that works in practice, and where they sit within our processes.
The answer is that they have bolstered the working practices we already had in place, by providing an extra layer of industry-leading data and information that can either reinforce our plans or require us to pause and take stock of our options.
It is a great asset to us and it is well-documented how successful Jamestown have been across football in the UK, Europe and beyond.
They add to the wealth of data we already utilised, but it’s important to point out that while we are data-led, our recruitment work is not data-only.
We still carry out in-depth scouting work – in-person and via footage, examining on-field performance and a player’s background and character – in order to try and cover as many bases as possible. We rely on all the information we have at hand to help us make an informed collective decision.
I want to thank all our recruitment staff, led by Jay Lefevre reporting into our sporting director Ben Stevens, for all their diligent hard work during what is always a challenging period of the year.
As is the nature of the industry, preparation work for the January window is already under way and I am sure that will be upon us before we know it. Given the size of our squad it is unlikely that we will see significant activity in the January window, however, we will ensure that we are prepared for all eventualities as we look to continually progress.
Start to the season
As I write this we find ourselves sitting top of the Championship table having taken 17 points from a possible 24, including three wins from four away games.
One of the most pleasing aspects so far has been our ability to deal with the very different tests and challenges we have faced across the opening eight games.
The football we have played has had a mix of style and substance. Against Watford – and on several occasions in other games – we have produced attacking football that has borne the hallmarks of what this club has been renowned around the world for, and this was reflected in the fact that over seven million people viewed the clip of our opening goal in that Watford game on X.
On the flipside of that, we have shown a defensive resoluteness that has allowed us to pick up points that we may have left on the table in previous years. Our win at Lincoln is a prime example, where we faced up to a stern physical examination and found the resolve, character and togetherness to get the result.
We are very happy with the start we have made, but we also know we need to continue to focus on our work every single day if we are to continue to progress and compete.
As we have discussed previously, we are very aware that we have to work hard and smart if we are going to be able to compete with those who have far greater financial resource. It’s a long season, there will be good moments and tough moments, but there is a real connection and positivity around the club that we can harness to make sure we meet all those challenges head on together.
That positive on-field start is replicated across the club.
Our women’s first team started the season with three wins from their first three games in the Genero Adran Premier, securing a south Wales derby win along the way.
Our men’s under-18s are unbeaten in the Professional Development League and have been in fine free scoring form.
Our under-17s won both their opening PDL Cup fixtures, and our girls’ under-13, under-15, under-17 and under-19 sides have made winning starts to their new campaign.
Our under-21s have also made a good start, including inflicting a first defeat in 30 games on their Huddersfield counterparts in their game at the Swansea.com Stadium, while a very young side beat QPR 4-2 earlier this week.
I want to congratulate all involved in those teams and beyond, because everyone has contributed to this good start. However, we are all fully aware that no awards are handed out in September. There is a lot of hard work ahead as we look to continue to improve and move forward in all areas.
Attendances and your support
One of the most pleasing sights over these opening weeks has been the growth in home attendances, and the large numbers of support we have taken on the road.
We have sold out our allocations at Stoke, Lincoln and now QPR, had a very large following at Derby, and took a good number of fans down to Southampton on a Tuesday night. In terms of numbers, having nearly 3,000 of you at the bet365 Stadium on the opening day was one of our very highest away attendances since our time in the Premier League.
Our home league games have also seen improved attendances when compared to the corresponding fixtures last season. Season tickets sales have increased by nearly 10 per cent year on year and the fixtures so far this season are currently trending up on last season, with Sheffield United and Watford at a 36 per cent increase on last term’s games.
Following the increase in home attendance, we will continue to review how the stadium is set-up on matchdays to ensure that we can maximise attendances moving forward.
We are incredibly grateful for your fantastic support, and internally we are working hard on our ticketing and matchday provisions and promotion to try and ensure you have the best experience possible.
Vitor and the players talk regularly of the importance of the connection between the team and you, our supporters. We know that we can only succeed through togetherness and our shared passion for the club, and our desire to be successful. That has been clear to see and feel so far this season and you all can genuinely make a difference in our remaining fixtures.
Our next home game sees us face Norwich after the international break. Tickets for that game are still available and can be found HERE.
Academy
As stated previously, providing the best possible pathway for the youngsters within our academy is a core focus for everyone at the club.
To that end, the EFL have recently released our annual academy audit for 2025-26 which reviews the output of academies and compares them to others.
For us, the numbers are positive, with an academy player in every teamsheet over the course of the season compared to an EFL average of 71%. Ninety-eight per cent of our team-sheets had two or more club developed players included compared to an EFL average of 38%, with a season average of 2.7 club developed players against an average of 1.54 across the EFL.
We also had 1.43 club developed players in the starting 11 compared to an EFL average of 0.7. These numbers are a positive example of the pathway that exists from the academy into the first-team.
We have made no secret of our desire to return our academy to Category One status. Currently, there are no Category One academies in Wales, meaning Welsh talent does not have regular access to compete against the leading academy teams in England.
Achieving Category One status would not only provide our academy players with the opportunity to compete at the highest level, but would also enable the club to recruit the best young talent from an earlier age. Attracting and developing the best possible talent would therefore be a key priority, delivering significant benefits for the club and the Welsh national team.
Following the formal submission of our intention to move our academy back to Category One, we recently took another important step along that path with the completion of an audit of our academy operations and facilities by the Professional Game Academy Audit Company (PGAAC); the independent standards organisation that evaluates and categorises academies.
The process is a very thorough one, as I am sure you can imagine, and I want to commend academy manager Ryan Davies and his team for their efforts so far. Whilst the application process will continue, everyone within the academy is continuing to drive standards and make improvements so we can provide the best possible pathway for our young talent.
We will continue to keep supporters up to date on this progress as the audit progresses.
Women’s team
As I mentioned earlier, our women’s team have made an excellent start to the season, and they too have enjoyed encouraging attendances as they settle into life at their new home, the ThermaGlaze Ground in Garden Village.
Yzzy Taylor and her squad made positive strides last season after a difficult 2024-25 campaign, and they have built on those foundations during the off-season and made a clear step forward with their displays so far this term.
Following the agreement of a sale of a stake in the team, we are currently in the final stages of finalising the investment into the team and what shape that will take.
As previously outlined, the new investment is led by Jenine Cravatt who has a number of exciting ideas for the future, and we are close to being in a position to offer more detail around these plans.
That update will also include details of Jenine’s fellow investors and the make-up of the new board who will take our women’s team project forward on and off the field.
The ambitious plans, are all based on a foundation of creating a legacy and providing opportunities to the next generation of women and girls on and off the pitch.
Fan Zone update
You will have also seen the recent formal submission of our planning application for the Fan Zone, with some preliminary preparatory work already taking place.
Having been through the pre-planning phase, and had positive discussions with Swansea Council the final submission, we have taken on board all of the feedback received and we hope will provide a facility that improves matchdays.
The space will not only provide an outlet for fans pre-match, but the aim is also for it to be a space that offers flexibility of use on matchdays and non-matchdays. That versatility was a key part of the planning process and we feel that the final submission meets all of the various requirements.
We have undergone an initial consultation with supporters regarding aspects they would want to see in the final product, and wider opportunities for feedback are planned for the future.
We want to make sure this is a venue that meets (and exceeds) the needs and expectations of our supporters, and we will not rush that process as this is something we want to get right. We look forward to sharing more information with you in due course.
Content
Over the course of the season we have made a concerted effort to provide more content for supporters, giving you an insight to what goes on behind the scenes at the club and showing off the wonderful city and area we are based in.
In addition our in house team has taken the lead on the marketing content such as the kit launches over the course of the summer. In particular, the away kit launch for me was a particular highlight with the campaign not only being incredibly well shot but it was also intrinsically Swansea.
More recently, the team have produced longer form content such as a feature with Carter Heywood, showcasing a day in the life of a scholar at the club, and Cam Burgess overviewing the personal side of injuries that are often not seen. Allowing players to tell their stories and show their journey and the part that they play within our club hopefully provides context to the sacrifice and dedication required.
As we continue to look to grow our fanbase, giving a unique insight into the club is vitally important as we continue to progress and grow.
In addition, we are continuing to be able to generate some great content for our partners and sponsors, delivering significant value for all parties.
I would like to take this opportunity to thank our media team for their efforts over the course of the season so far.
Fan Engagement
There are also some updates to give you regarding our fan engagement provision and making sure your voices are heard as we plot the forward path for the club.
Firstly, a big thank you to all of you who took part in the consultation and vote regarding a minor change to the club’s primary crest, which will come into effect fully from the start of the 2027-28 season.
With the change having been approved via the results of a supporter vote, the alteration will see the ‘Swansea City AFC’ text removed from below the Swan, with the text instead being moved on our secondary badge.
This means next season the badge on our home kit will match the version you see on our away and third kits for this campaign.
We believe this will give us more versatility in design and branding, bringing us in line with a growing number of companies and organisations who have easily identifiable and renowned imagery that stands apart on its own without the use of accompanying wording.
I wanted to take this opportunity to thank our Fan Engagement team who oversaw the process which received positive feedback from the Independent Football Regulator.
We are also going through the interview process as we put together the club’s first Supporter Advisory Board (SAB), ahead of a subsequent fan vote to select the final candidates who will join the board.
This democratic process has been created in consultation with the Swansea City Supporters’ Trust and the Football Supporters’ Association, and we thank them for their input and assistance.
We are grateful to all those who have indicated an interest in being supporter representatives on our inaugural SAB, and we will provide a further update once the selection and election steps have been completed.
The SAB will ensure the club remains in line with the evolving face of fan engagement, and allow us as a club to incorporate fan guidance and insight more effectively into our decision-making processes.
To close on Fan Engagement, we were delighted to have come third in the most recent Fan Engagement Index. The Index reviews the fan engagement of all 116 men’s football clubs competing in the football pyramid’s top five divisions and issues a score out of 240 to determine how successfully a club integrates its fans into decision making.
The score is created using an algorithm with a focus on three sections (dialogue, governance, transparency) which all carry a score of 80 each. Our third place finish across all clubs sees us sit as the highest placed club of those in the top two divisions last season.
This accolade takes into account so many of our club strategic pillars from communicating authentically, to Kaizen (continual improvement) and Cwmdeithas, a bond between us all pulling in the same direction to drive the club forward.
We believe we are entering an exciting time for improving dialogue and transparency with supporters, and we will continue working hard to improve the score again in the coming seasons.
Stadium Improvements
As discussed previously, we are planning to replace the big screens at each end of the stadium bowl during the November international break.
The new screens will be larger in size and will have clearer and crisper visuals which we are confident will improve the in-stadium matchday experience by giving supporters better views of the content and action displayed on them and boost our fan engagement opportunities. The new screens will also be supplemented by some additional LEDs within the stadium, giving us the ability to boost revenue through sponsor and other commercial advertisements.
This follows the update to the club store which took place over the course of this summer. The new store, The Foundry, is now fully operational and has received positive feedback from supporters. We are already trending ahead of our revenue from last season (which was our highest since relegation from the Premier League) despite the fact that the store was not open until three weeks into the new financial year.
There are lots of new products and ranges that are due to appear over the course of the season which I am sure will prove popular with you all.
Proposed Stadium and Fairwood training ground purchases
Since our last update, we have continued to work towards completing purchases of the Swansea.com Stadium.
As you will have seen, Swansea Council have agreed to proceed with the sale of the stadium to the club following a cabinet meeting in July.
We are now in agreement over a heads of terms, with ourselves and the Council aligned on the desired outcomes and the process is currently with our retrospective legal teams to progress. We hope to have further news on this and the timeline for an eventual purchase in the coming weeks.
Community
Being able to not only support but enhance our local community is a core part of our strategy moving forward.
This week, the Foundation welcomed Phill Smith as their new CEO. Hailing from West Wales, Phill joins us with a great reputation within the game having overseen significant community impacts at previous clubs, winning accolades locally and domestically. I am sure you will all join me in welcoming Phill to the club and wishing him the best in his role.
This week, we also announced the auction of the limited edition, DeathRow Records shirts worn by the team in pre-season. All proceeds from this auction will go to the Foundation to further support the work that they do in the local community.
Finally, on Friday, November 13, the Big Sleep Out is returning to the Swansea.com Stadium with last year’s event raising £46,000 for Matthew’s House and the Foundation, providing support for those facing homelessness.
I am delighted to be joining those sleeping out this year and hope that together we can beat last year’s total to further support those in need in our city. There is still time to sign-up or donate if you are able with all the information available here.
Despite our positive start and the progress that is being made across the club, we will only continue to make that progress if we work hard and stick together as we have done over this opening part of the season.
Thank you all for all of your support and I look forward to seeing as many of you as possible at the Swansea.com stadium for our next game against Norwich.
YJBs,
Tom