American rap legend Snoop Dogg has joined the ownership group of Swansea City, in a surprise move that blends the worlds of hip-hop and Championship football.
The 53-year-old, real name Calvin Broadus, was officially unveiled as a co-owner of the Welsh club on Thursday, after weeks of speculation sparked by his unexpected appearance in Swansea’s 2025-26 home shirt on social media.
His investment comes amid a broader strategy by Swansea’s new majority owners, American entrepreneurs Brett Cravatt and Jason Cohen, who took control of the club in November 2024. They are aiming to boost commercial revenues and global visibility in a bid to return to the Premier League, a level Swansea haven’t reached since their relegation in 2018.
The announcement also follows the recent addition of Luka Modric, the Real Madrid icon and 2018 Ballon d’Or winner, to the club’s ownership group. The Croatian star, who signed for AC Milan earlier this week at age 39, purchased a stake in April.
“My love for football is well known,” said Snoop Dogg, speaking to the club’s official website. “But this move feels special. Swansea’s story, its community, its fighting spirit, really struck a chord with me. This is a proud, working-class club. An underdog that bites back. Just like me.”
Snoop’s influence is no small asset. With over 100 million followers across social media platforms, his global reach is expected to play a key role in expanding Swansea’s international fanbase and commercial appeal.
Club officials said the involvement of such high-profile figures was part of a broader effort to “create new opportunities” and build “a competitive, sustainable future” under English football’s financial rules.
“To borrow from Snoop’s own back catalogue,” the owners said in a statement, “this is ‘the next episode’ for Swansea City. Snoop has made it clear throughout this process just how passionate he is about the club and the game.”
The move mirrors the transformative impact seen at Welsh rivals Wrexham AFC, where Hollywood actors Ryan Reynolds and Rob McElhenney have turned the club into a global sensation following their 2020 takeover. Wrexham have since completed a remarkable climb to the Championship.
With Snoop Dogg now in the mix, Swansea City’s next chapter promises to be anything but ordinary. All the best to Swansea city.
