**Swansea City to Open ‘The Swansea Jack’ – A New Hub for Supporters in City Centre**
Swansea City AFC have announced detailed plans to open a brand new sports bar in the heart of Swansea, giving fans a modern venue in which to rally behind their club. The initiative, widely anticipated by the club’s loyal following, is set to strengthen the bond between Swansea City and its supporters by providing a fresh space for engagement and camaraderie.
The venue, aptly named ‘The Swansea Jack’, will be located at Salubrious Place on Little Wind Street. Situated directly opposite Swansea Museum and Morgans Hotel, it occupies a prime spot in the city centre’s vibrant social scene. According to initial projections, the bar is scheduled to launch in time for the start of the 2025-26 football season, adding a new dimension to both pre- and post-match rituals for fans.
The naming of the bar holds a special inspiration for many long-standing followers of Swansea City. It serves as a tribute to a historic pub near the club’s former Vetch Field ground. The original venue was fondly remembered as a bustling hub for supporters on matchdays, a tradition that this new establishment aims to revive and adapt for a new generation.
Swansea City officials have emphasised their ambition for ‘The Swansea Jack’ to become much more than a typical matchday drinking spot. There are clear intentions to utilise the venue for a diverse range of fan engagement events throughout the season. These could include supporter forums—such as the recent one at the Swansea.com Stadium where club executives met with fans—as well as Q&A sessions, live interviews, and social nights.
Club CEO Tom Gorringe and director of football Richard Montague, who have recently pledged to boost dialogue with fans, see this new bar as a critical step in those efforts. By establishing ‘The Swansea Jack’ as a centrepiece for activities, Swansea City is looking to make physical community spaces central to their engagement strategy.
Overseeing the commercial rollout is Richard Morris, the club’s head of commercial, who stated, “We’re thrilled to unveil plans for this exciting city centre venue. Working closely with Dal Dhillon and Football Taverns Ltd, we’ve shaped a bar that will belong to the Swansea faithful, both on matchday and throughout the week. Our vision is that ‘The Swansea Jack’ will be a cornerstone of the fan experience, with plenty of unique events already on the horizon.”
For Football Taverns Ltd, this marks a noteworthy partnership. Dal Dhillon expressed his enthusiasm, saying, “It’s a real privilege to join forces with Swansea City for our latest project. ‘The Swansea Jack’ will be a dedicated home for the club’s passionate supporters, somewhere to savour not only the matches but every aspect of the club’s legacy. We want this to be a space that brings the Jack Army together, no matter the occasion.”
The bar’s launch is expected to bring significant footfall to the city centre, showcasing a blend of sport and local culture. Interior images released by the club indicate a modern, welcoming design that integrates displays celebrating the club’s history.
Swansea City’s decision to partner with an established hospitality operator is seen as a strategic move, aiming to ensure a consistently high-quality fan experience. The ongoing development of the venue will be watched closely by supporters eager for more details on programming and amenities.
With ‘The Swansea Jack’ positioned to serve the community both on and off matchdays, Swansea City are embracing a broader role within the city’s sporting and social landscape—one that could set a precedent for other clubs considering similar ventures. As the 2025-26 season approaches, anticipation continues to build for the opening of this promising new chapter in the club’s relationship with its fans.