Cass Pennant is the best-selling author of eight football fan-related books, five of which have been UK Top Ten bestsellers. As the CEO of Pennant Books, he has conceived and published a wide array of valuable titles in the sport, biography and crime genres. Pennant is also the eponymous hero of the British feature film Cass (August 2008), based on his best-selling autobiography about his turbulent life and character, constantly strengthened through adversity.

It was a culmination of events and a violent lifestyle as a leading member of notorious football gang the ICF that saw him convicted and sent inside prison and it was at this time that Pennant began to write. In the range of hooligan literature the singular elements of humane dynamism and sympathy within Pennant’s writing stood out. His story showed an escape route for those brutalized by their early experience, a way out of the dead end towards moral redemption and peace. As an acknowledged authority on the culture of hooliganism and gang culture, he advised on numerous TV and film projects, including Guy Ritchie's acclaimed Snatch and Alan Clarke’s The Firm plus Bravo TV's The Real Football Factories and ITV’s Bouncer’s series and Ian Stuttard’s award winning documentary Hooligan.

When he realized that publishing was the world for him, his interest moved on to developing and promoting other writers and with backing he founded Pennant Books.