By John Ogunsemore
American rapper Snoop Dogg has become a co-owner and investor in Swansea City AFC, a Welsh football club competing in the English Football League (EFL) Championship, the club announced on Thursday, July 17.
The 53-year-old music icon, known for hits like “Drop It Like It’s Hot,” joins Croatian football legend Luka Modric in the club’s ownership group, following Modric’s investment in April.
Snoop Dogg’s involvement was hinted at last week when he modeled the club’s new 2025-26 home jersey on social media, sparking widespread interest.
“My love of football is well known, but it feels special to me that I make my move into club ownership with Swansea City,” Snoop Dogg said in a statement on the club’s website.
“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.”
Swansea City, under majority American ownership led by businessmen Brett Cravatt and Jason Cohen since November 2024, aims to leverage Snoop Dogg’s global fanbase of over 100 million social media followers to boost the club’s profile and commercial revenue.
The club, which finished 11th in the Championship last season, has been striving to return to the Premier League since its relegation in 2018.
“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,” the ownership group stated.
A mural of Snoop Dogg has been unveiled on the West Stand of the Swansea.com Stadium to mark his new role.
Snoop Dogg’s connection to the club reportedly stems from a mutual acquaintance with Cravatt and Cohen.
His passion for football has been evident through previous endeavors, including serving as an NBC correspondent at the Olympics and expressing interest in investing in Scottish club Celtic in 2024.
Chief Executive Tom Gorringe emphasized the significance of the partnership, stating, “It is very exciting for us as a football club to formally welcome Snoop Dogg as a co-owner and investor. His enjoyment and love of football is well documented, and we are delighted he believes that being part of Swansea City is the right way to realize that ambition.”
Swansea’s move follows a trend of celebrity investments in British football, exemplified by Hollywood stars Ryan Reynolds and Rob McElhenney’s successful ownership of Welsh club Wrexham, which has risen to the Championship.
Swansea hopes Snoop Dogg’s star power will help propel the club toward similar success.
Financial details of the investment were not disclosed.
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