In a surprising turn of events, American rapper Snoop Dogg has become a co-owner and investor at Swansea City. The hip-hop artist has taken a minority stake in the Championship club, joining the ranks of other high-profile figures in the club's ownership group.
Snoop Dogg's involvement with Swansea was first hinted at when he appeared as the surprise model for their home kit launch for the 2025-26 season. Following this unexpected appearance, it was announced that Snoop Dogg had joined Real Madrid and Croatia legend Luka Modric in becoming part of Swansea's ownership group.
Modric had previously acquired a stake in the club following an American-led takeover by businessmen Brett Cravatt and Jason Cohen last November. Now, Snoop Dogg (real name Calvin Broadus) is also on board with his pledge "to do all I can to help the club".
Mutual connection
It is believed that Snoop Dogg's involvement came about due to a mutual connection between him and Cravatt and Cohen. With over 100 million social media followers, his participation is expected to significantly raise Swansea’s profile.
Snoop Dogg, American rapper, said:
"My love of football is well known, but it feels special to me that I make my move into club ownership with Swansea City,"
"The story of the club and the area really struck a chord with me. This is a proud, working class city and club. An underdog that bites back, just like me. I'm proud to be part of Swansea City."
The owners have made it clear that they aim to generate greater revenue by increasing visibility which will then allow them to invest more money into team development under profit and sustainability rules.
More than just an investor
While initially appearing out of nowhere during their kit launch, it seems like Snoop Dogg will play an even bigger role in shaping Swansea’s future. The club stated that he has "always had a deep love of sport", hinting at his active participation beyond just investment. To commemorate this new partnership, a mural of the hip-hop artist has been unveiled in the West Stand of Swansea.com Stadium marking his place as part of their club ownership.
Club released statement:
"To borrow a phrase from Snoop's back catalogue, this announcement is the next episode for Swansea City as we seek to create new opportunities to boost the club's reach and profile,"
"Snoop's colossal global fanbase and audience will certainly help us do that, and he has made clear to us throughout this process just how excited he is at the prospect of joining the club. Snoop has openly shared his love of football and his desire to be involved in the game and we expect his involvement to support us putting as competitive a team as possible out on the field."
Despite being based in America, Cravatt and Cohen have shown their commitment to the club by visiting Swansea's pre-season training camp in Spain. The club has shared pictures on social media of the duo interacting with players and staff. Snoop Dogg’s involvement with Swansea City is a testament to the growing trend of celebrities investing in sports teams. His vast social media following, coupled with his passion for sport, could potentially bring about a significant boost in visibility and revenue for the club. As fans eagerly await what this new partnership will bring, it's clear that exciting times lie ahead for Swansea City.
