Renowned hip-hop figure unveils Swansea City's latest jersey in a noteworthy collaboration, with additional high-profile connections potentially on the horizon.
Swansea City FC Welcomes Snoop Dogg and Luka Modrić as Minority Co-Owners
In an exciting development for Swansea City FC, American rapper Snoop Dogg and Croatian football legend Luka Modrić have joined the club as minority co-owners. This announcement, made in mid-2025, marks a significant step in the club's ambitious plans to globalize its brand and increase commercial appeal.
The new ownership group, led by American investors Brett Cravatt, Jason Cohen, Andy Coleman, and Nigel Morris, acquired 77% of the club in November 2024. The £20 million investment was focused on long-term financial and reputational rebuilding of the club. Snoop Dogg's stake, while not disclosed in specifics, is considered substantial and aligns with the owners' strategy to expand Swansea's global brand presence.
Modrić, a former Real Madrid great, joined Swansea City as a co-owner back in April. The club's post on July 12, 2025, featuring Snoop Dogg wearing the new Swansea City shirt, hinted at a bigger role for the rapper with the Welsh side. However, there is no indication that either Snoop Dogg or Modrić will be involved in the club's day-to-day operations.
The club's post included the hashtag "#JackArmy," referencing the club's fanbase, and pictures of Snoop Dogg wearing the new shirt were shared on the club's social media accounts. The Swansea City kit launch, which involved the use of a big name to add stardust to the occasion, is part of the club's broader strategy to increase its brand appeal and global awareness.
Swansea City finished the previous season in 11th place in the Championship, and manager Alan Sheehan has ambitious plans for improvement during the 2025/26 season. The club's season will start with a trip to Middlesbrough on August 9. The home clash against Wrexham, another celebrity-fronted Championship side, is scheduled for December 20.
Ryan Reynolds, an actor, recently revealed the new Wrexham shirt, adding to the competition between the two clubs regarding celebrity involvement. Snoop Dogg, with more than 100 million social media followers, brings a vast audience to Swansea City and presents new marketing and commercial opportunities for the club.
As the club embarks on this new chapter, fans can look forward to an exciting season ahead, with the potential for increased global visibility, improved commercial prospects, and a push for a higher league position.
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