On July 17, 2025, global rap icon Snoop Dogg, whose real name is Calvin Cordozar Broadus Jr., became a co-owner and investor in Swansea City AFC, a Championship football club in Wales. This surprising move follows his high-profile role in unveiling the club’s 2025-26 home kit on July 13, 2025, which sparked widespread speculation about his deeper involvement. With over 100 million social media followers, Snoop’s partnership is set to elevate Swansea’s global profile, aligning with the club’s ambition to boost commercial performance and compete more effectively in English football’s second tier.
A Strategic Investment
Snoop Dogg’s minority stake in Swansea City, announced alongside the club’s American ownership group led by Brett Cravatt and Jason Cohen, marks a significant moment for the Swans. The rapper, known for hits like “Drop It Like It’s Hot,” expressed a personal connection to the club’s underdog spirit, stating, “This is a proud, working-class city and club. An underdog that bites back, just like me.” His involvement follows Croatian football legend Luka Modrić’s investment in April 2025, highlighting Swansea’s growing appeal to high-profile figures.
Boosting Swansea’s Brand
The partnership leverages Snoop’s massive global fanbase to amplify Swansea’s reach. His kit launch video, featuring the caption “Nuthin’ But A Wales Thang,” went viral, generating significant buzz. A mural of Snoop, created by artist Hasan Kamil, now adorns the West Stand of Swansea.com Stadium, symbolizing his commitment. The club’s chief executive, Tom Gorringe, emphasized Snoop’s passion for football, noting, “His enjoyment and love of football is well documented, and we are delighted he believes Swansea City is the right way to realize that ambition.”
Snoop’s Football Passion
A long-time sports enthusiast, Snoop has previously expressed interest in investing in Scottish club Celtic and served as an NBC correspondent at the 2024 Paris Olympics. His involvement with Swansea, facilitated by a mutual connection with the club’s owners, aims to enhance the team’s competitiveness under profit and sustainability rules. As Swansea seeks promotion to the Premier League, Snoop’s star power could prove a game-changer.
