Rap superstar, Snoop Dogg, has completed his latest venture by becoming a co-owner and investor at English Football League side, Swansea City - undertaking a minority stake in the Welsh club.
Multi-award-winning Snoop was the surprise figure when the club launched its new home kit for the 2025-26 season, with the Swans having announced that the 53-year-old American star has followed Real Madrid and Croatia legend Luka Modric by joining the club's ownership group.
On the club's website, Snoop Dogg 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 and this is a proud, working-class city and club. It’s an underdog that bites back, just like me.
"I'm proud to be part of Swansea City." In April, the Swans announced that Modric, who has just joined AC Milan as a player, had acquired a stake in the club following a takeover led by American businessmen Brett Cravatt and Jason Cohen.
Now Snoop Dogg, real name Calvin Broadus, who has well in excess of 100 million social media followers, has come on board with a pledge "to do all I can to help the club". His involvement is believed to have come about as a result of a mutual connection between him, Cravatt and Cohen.
Swansea's owners have made it clear that they want to raise the club's profile in an attempt to generate greater revenue, which will then allow them to invest more money in the team under profit and sustainability rules. "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 club's owners said in a statement.
"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. He 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."
While Snoop's involvement in the launch of the club's kit appeared to come out of the blue, Swansea hinted that he would have a bigger role to play in their future. They said that the Rapper has always had a deep love of sport and that a mural of the Hip-Hop star has been unveiled in the Swansea.com Stadium's West Stand to mark taking his place as part of the club’s ownership.
