Rap icon Snoop Dogg obtains a stake in Swansea City football club.
In a move that's set to shake up the world of football, American rapper Snoop Dogg has become a co-owner and investor in Swansea City Football Club. Known for his love of sports, particularly basketball, Snoop Dogg's involvement in Swansea City is expected to increase the club's profile among a wide audience.
The investment, referred to as "The Next Episode," is part of a broader strategy aimed at increasing commercial revenue and growing the club's global brand. Snoop Dogg's influence, with over 88 million followers on Instagram and more than 20 million on Twitter, is expected to attract new fans and enhance Swansea City's appeal.
Snoop Dogg has already used his social media platforms to promote the club, appearing in a video launching the team's 2025-26 home shirt. His personal connection with Swansea City, a proud, working-class city with an underdog spirit, resonates with his own background. He stated, "This is a proud, working-class city and club. An underdog that bites back, just like me."
The diverse ownership structure of Swansea City now includes international football personalities and entertainment figures, with Croatia's football icon Luka Modrić also an owner. The ownership group hopes that Snoop Dogg's involvement will help "put a competitive team on the field."
Swansea City's CEO, Tom Gorringe, stated that Snoop Dogg is passionately engaged in the project. The exact amount of Snoop Dogg's investment in Swansea City remains unclear, but his role at the club's kit presentation on Saturday was a clear indication of his commitment.
While specific plans aren't detailed, the intention is to use Snoop Dogg's influence and resources to push Swansea City back into the Premier League, a goal that has been elusive since the club's relegation in 2018. As Snoop Dogg himself put it, "I'm all about winning, and I believe this team has what it takes to get back to the top."
Snoop Dogg, apart from being a rapper, is a self-proclaimed sports fan. His love for football is well-known, and he is often seen in the audience at NBA games, particularly those of his hometown team, the Los Angeles Lakers. Last year, he made headlines as a torchbearer and special correspondent for NBC at the Olympic Games in Paris.
Swansea City currently plays in the Championship, the second tier of English football. With Snoop Dogg on board, fans are eagerly awaiting "The Next Episode" in Swansea City's journey.
- The diverse ownership of Swansea City, with international football personalities and entertainment figures like Croatia's Luka Modrić and American rapper Snoop Dogg, aims to attract a wider audience, not only in sports but also in entertainment, using the influence and resources of these celebrities.
- As a confirmed sports enthusiast and a prominent figure in the entertainment industry with millions of followers, Snoop Dogg's involvement in Swansea City Football Club could boost the club's profile, particularly among younger demographics who follow celebrities and entertainment news.
- With the investment dubbed "The Next Episode," Snoop Dogg and the ownership group aspire to push Swansea City back into the Premier League, leveraging Snoop Dogg's love for football, his connections to European leagues, and his influence in sports and entertainment to create a stronger global brand for the club.
