Fri. Jul 25th, 2025
Snoop Dogg’s Swansea Investment: Exploring the Rationale and Future Prospects

Snoop Dogg is a globally recognized and celebrated rap artist.

Following Luka Modric’s surprising acquisition three months prior, Swansea City has announced that Snoop Dogg will be joining the Croatian legend as an investor and co-owner.

Swansea fans might now be forgiven for speculating about which celebrity will be affiliated with their club next.

In the current environment, where clubs must identify novel revenue streams and prominent figures are increasingly drawn to football, one should likely not dismiss any possibilities.

Even if no further prominent figures emerge, Swansea now boasts a considerable degree of celebrity presence in the boardroom, which underwent a substantial restructuring last November following an acquisition led by American entrepreneurs Brett Cravatt and Jason Cohen.

It remains to be seen how involved Modric, who is known to have engaged with Swansea transfer targets in recent months, and Snoop Dogg, who, to the best of our knowledge, has not, will be in the Welsh club’s operations.

Notably, Modric and Snoop Dogg have already engaged in discussions regarding the latter’s prospective involvement with Swansea prior to the finalization of the agreement.

Snoop Dogg is reportedly planning a visit to the Swansea.com Stadium to attend a match.

Swansea believes the presence of these prominent figures will enhance the club’s prospects of achieving significant milestones, notably a return to the Premier League.

Should they succeed, perhaps Snoop Dogg will lead a singalong, potentially Swansea’s rendition of the Anfield Rap, during the open-top bus parade.

Given his affinity for sports, he would undoubtedly relish a promotion celebration.

BBC Sport delves into Snoop Dogg’s sporting background and considers the potential impact he might have on a Championship club based in South West Wales.

Luka Modric, who joined AC Milan earlier this week after 13 years at Real Madrid, has consulted with Snoop Dogg about plans for Swansea.

Snoop Dogg garnered sports-related headlines at the Olympic Games in Paris last year.

The 53-year-old, hailing from Los Angeles, the host city for the 2028 Games, was selected as one of the torchbearers for the Olympic flame prior to the opening ceremony.

However, his involvement extended further, as he became the United States’ team’s ardent supporter in France.

Snoop Dogg’s interest in sports has been evident for a considerable period. In his inaugural television appearance on The Arsenio Hall Show in 1994, he sported a Toronto Maple Leafs jersey.

Team colors have since evolved into something of a signature for him. Snoop Dogg has been seen wearing an array of jerseys representing American and Canadian sports teams, as well as European football clubs.

AC Milan, Ajax, Chelsea, Barcelona, Arsenal, Burnley, Norwich City, Liverpool, and Manchester United are among the clubs whose jerseys he has been photographed wearing.

Snoop Dogg donned a Norwich jersey during a performance in the city a decade ago.

Snoop Dogg appears unconcerned about club rivalries, given his appearance in the colors of Cardiff City.

Presumably, he will refrain from doing so in the near future, considering his new affiliation with Swansea.

“For many years, I have been associated with soccer,” Snoop Dogg states in a video released by Swansea this week.

“I have worn a lot of kits in my life, but now I am at the part of my life where I am trying to find a kit that fits.”

Snoop Dogg has previously been linked to sports ownership, with discussions surrounding a potential investment in Scottish powerhouse Celtic, whose green-and-white jersey is another he has worn.

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Celtic’s mascots are two hounds named Hoopy and Hailey.

In Swansea, Snoop Dogg will have the opportunity to become acquainted with numerous Jacks – the moniker for residents of the city, often attributed to the story of the renowned life-saving canine, Swansea Jack.

Perhaps Dogg, as Swansea chief executive Tom Gorringe referred to him this week, should feel at ease on Swansea Bay.

Snoop Dogg has been linked with sports investments in the past.

He reportedly participated in a failed bid to acquire NHL side Ottawa Senators in 2023, and expressed considerable enthusiasm regarding the possibility of investing in Celtic last year.

Throughout the years, he has been mentioned as a supporter of various sports teams in the United States, including the LA Dodgers, the LA Lakers, and the Pittsburgh Steelers.

Snoop founded the Snoop Youth Football League, which provides opportunities for young people to participate in American football, where he also serves as a coach – a narrative partially chronicled in a Netflix documentary.

He has also performed on the sports stage, having been part of the Super Bowl LVI half-time show in 2022.

Snoop Dogg performed alongside prominent artists such as Dr. Dre, Eminem, Mary J. Blige, and Kendrick Lamar at the 2022 Super Bowl.

Snoop Dogg’s unexpected introduction to Swansea supporters involved a reference to Wrexham, a club they will face in the league in 2025-26 for the first time in 22 years.

Like numerous other clubs, Swansea has observed with a degree of envy as Wrexham has garnered global attention and achieved progress on the field following its acquisition by Hollywood personalities Ryan Reynolds and Rob McElhenney in 2021.

In essence, Swansea is endeavoring to emulate its Welsh counterparts by enlisting the involvement of Snoop Dogg and Modric.

While no significant historical rivalry exists between Swansea, whose primary adversaries are Cardiff, and Wrexham, who are more concerned with Chester, a rivalry may potentially develop.

The clubs appear to be making concerted efforts to foster a degree of friction, albeit playful, with Wrexham appending “Darth” to Swansea’s name when announcing their Championship fixture list, alluding to Star Wars last month.

Swansea awaited an opportunity to respond, which arose when Reynolds posted an image of himself wearing Wrexham’s new kit while holding a dog on social media last week.

Reynolds’ caption accompanying the image included the phrase “dog not included”.

“Dogg included” declared a post on Swansea’s social media channels, external, featuring the initial images of Snoop wearing their home shirt for the 2025-26 season.

Wrexham have secured three consecutive promotions under the leadership of Rob McElhenney and Ryan Reynolds.

Four days following his unexpected role in Swansea’s kit launch, it was announced that Snoop Dogg is now part of the club’s ownership group.

As with Modric, the Swans have not disclosed the specific stake acquired by Snoop Dogg or the amount of his investment.

He has pledged “to do all I can” to contribute to Swansea’s cause, having been introduced to the club’s owners through a mutual acquaintance, as was the case with Modric.

So, what contributions will Snoop Dogg bring? Swansea states that their new associate possesses a “deep love of sport and football in particular”, though it is unlikely that he will exert substantial influence on the club’s footballing operations.

Swansea’s leadership has emphasized that Snoop Dogg’s involvement will attract greater attention to the club, resulting in increased revenue, which is paramount to the overall strategy.

“It is hoped his global profile and love of football can play an important part in helping us spread the Swansea City name as far and wide as possible in order to boost our commercial performance to further support our aspirations as a club,” the club stated.

While his initial appearance in a Swansea shirt sparked some bewilderment among the club’s fans on social media, the majority appear to have quickly embraced the notion of Snoop Dogg becoming one of them.

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“It’s a little bit surreal isn’t it, Snoop Dogg involved with Swansea, but you can’t argue with the publicity it’s going to bring,” says Steven Carroll, editor of SOS fanzine and part of the Jackcast podcast.

“I just think it’s good for the club. It will raise our profile. In this era of financial fair play where we have got to try to maximise revenue, having Snoop Dogg raising the profile and potentially raising a few quid for us from America, that won’t do any harm at all.”

Former Wales striker Iwan Roberts played for Watford during the period when they were owned by music icon Sir Elton John.

Football has undergone significant transformations since that era, but Roberts believes that Snoop Dogg’s unexpected arrival “can only be good news for Swansea”.

“You look at followers these famous people have on social media sites,” Roberts says.

“Snoop Dogg has got more than 88m on Instagram and more than 20m on X.

“It’s going to persuade the people who follow him to maybe support Swansea and bring some new followers through the gates at the Swansea.com Stadium. Maybe he’ll do a concert there too!”

Snoop Dogg live in Swansea? A week ago, you would have said no chance. Now, it would not be that much of a surprise.

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