THE financial success of Swansea City's first year in the Premier League must continue, the council's regeneration member has said.
Cabinet member Nick Bradley welcomed a report into the impact the team's Premier League status had on Swansea, which said it had been worth £55 million to the city.
Much of that benefited the club, but £7.9 million was spent in areas outside football, such as in hotels.
Mr Bradley said: "We've got to keep building on this. There is an inevitable snowball effect at first, which happens as a result of the promotion being almost like a novelty.
"We have to come up with innovative ways to promote Swansea now in this second season."
The council has been working to promote Swansea throughout the UK, such as on the London Underground and in Liverpool's shopping district. Mr Bradley said the club has won huge fans abroad too due to international signings.
Because of Ki Sung-Yeung, South Korea's largest shopping mall has a whole wall dedicated to Swansea City FC. They also sell huge amounts of shirts in the country. A Swansea Council spokesman added: "In addition to outdoor marketing activity that takes place every year, we invested an extra £150,000 in marketing during the last football season to take advantage of the Swans' Premier League status by raising the profile of Swansea Bay as a destination. The same amount is being invested this season.
"According to a study carried out by Cardiff University's Welsh Economy Research Unit, non-football club activity generated around £7.9 million of economic impact last season. This helped create or safeguard about 295 jobs, most of them in Swansea."
Cup tie is bigger for Gunners than Swans — see page 46