Joe's Ice Cream to be sold at Swansea.com Stadium

Swansea City, Joe’s and Levy are delighted to announce that the iconic ice cream brand’s products will be on sale at the Swansea.com Stadium from the start of the 2025-26 season.

Joe’s Ice Cream is a Swansea institution, with their unique vanilla recipe having been created by Guiseppe ‘Joe’ Cascarini back in 1922, just a decade after Swansea Town was first formed in 1912.

Swansea City and our matchday catering, conferencing and events partners Levy have always been committed to sourcing and showcasing local Welsh produce for supporters to enjoy, and bringing Joe’s to the Swansea.com Stadium is the perfect fit when it comes to that goal.

Their instantly recognisable blue tubs were seen around the world after a mural of Swansea City’s new investor and global rap superstar Snoop Dogg tucking into a Swansea staple was unveiled in the Swansea.com Stadium’s West Stand to celebrate the American joining the club.

New signings Melker Widell and Zeidane Inoussa also recently popped into the Mumbles branch as part of their first interviews as Swansea players.

This agreement brings together two iconic and historic Swansea organisations, and supporters will now be able to get their hands on a Joe’s when they come to watch the Swans, starting with our home friendly against Lorient on Saturday, August 2.

Swansea City chief executive Tom Gorringe, said: “While Snoop Dogg’s involvement with our football club has garnered global headlines, we will always be a club grounded in the heart of our local community.

“Having Joe’s Ice Cream on sale at the Swansea.com Stadium ties together two staples of life in our city, and we look forward to our supporters sampling Joe’s range of products on matchdays.

“We’d also like to extend our thanks and gratitude to Levy for enabling us to bring more high-quality Welsh produce to the Swansea.com Stadium.”

Lucy Hughes, director of Joe’s Ice Cream, said: “Joe’s Ice Cream is honoured to be partnering with Swansea City.

“The city has been home to our family business for over a century, and its community has long supported our brand and the football club.

“We’ve been part of some memorable moments over the years—but a nod from Snoop Dogg ranks among the most unexpected and entertaining, and we are excited for the future of Joe's and Swansea City."

"Introducing Joe’s Ice Cream to the Swansea.com Stadium is a moment of pride for us,” said Jane Byrd, Business Director at Levy.

“Levy is passionate about showcasing the very best of regional produce, and when it comes to being local, Joe's is as local as it gets!

“It’s always a pleasure to welcome another exceptional Welsh supplier to our growing portfolio.”