In a major boost to Swansea City’s global profile, legendary rapper Snoop Dogg has been unveiled as the club’s latest investor and co-owner in a surprise development.
The 53-year-old American music icon—real name Calvin Broadus—said he was inspired by the club’s underdog story and working-class roots, describing them as values that “struck a chord” with him. His decision follows a recent trend of high-profile investments at the Championship club, which began with Luka Modric acquiring a stake in April.
“This is a proud, working-class city and club. An underdog that bites back, just like me,” 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. I’m proud to be part of Swansea City and will do all I can to help the club.”
Snoop’s involvement comes on the heels of his appearance in the club’s 2025/26 kit launch, which now appears to have been a teaser for his deeper involvement. The announcement was also marked by a mural of the rapper installed at the Swansea.com Stadium’s West Stand.
The move is the latest phase in a new chapter for Swansea following the takeover led by American businessmen Brett Cravatt and Jason Cohen in November 2024. With Swansea finishing mid-table for the last three seasons, the owners are now looking to increase global engagement and revenue streams to help push for Premier League promotion.
Snoop Dogg, who has sold over 35 million albums and commands more than 100 million followers across social media, brings immense marketing power to the club. According to reports, his connection to Swansea came through a mutual relationship with Cravatt and Cohen.
Swansea City Chief Executive Tom Gorringe welcomed the rapper’s entry, saying, “His enjoyment and love of football is well documented, and he has often spoken of a desire to get more involved in the sport. We’re delighted he believes Swansea is the right club for that journey.”
The club’s ownership group added: “To borrow a phrase from Snoop’s back catalogue, this announcement is the next episode for Swansea City. His colossal global audience will help boost the club’s reach and profile, and Snoop has made it clear how passionate he is about this project.”
They revealed that in conversations, Snoop spoke about wearing many football shirts over the years, but never truly feeling a connectionuntil now. “We’re delighted that putting on a Swansea shirt has proven to be that right fit,” the statement concluded.
With new energy, global attention, and serious ambition, Swansea City now looks to the future with a renewed sense of purpose—and star power.
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