Global hip-hop icon and entrepreneur Snoop Dogg has officially been announced as a co-owner of Swansea City AFC, marking a historic and unexpected crossover between music, culture, and football. The 16-time Grammy-nominated rapper, real name Calvin Broadus Jr., joins the ownership group of the Welsh club competing in the English Football League Championship.
The announcement was made early Friday morning by Swansea City’s board, who confirmed that Snoop Dogg has acquired a significant minority stake as part of a new investment initiative aimed at driving the club’s long-term growth, both on and off the pitch.
“Football is the world’s game, and the Swans play with passion and heart — that’s something I can get behind,” said Snoop Dogg in a joint statement. “I’ve been a fan of the sport for years, and the opportunity to be part of a club with such rich history and loyal support was a no-brainer. We’re going to build something special in Swansea.”
Snoop Dogg, a known sports enthusiast with previous appearances at Premier League and Champions League matches, has long expressed interest in football (soccer) and was previously linked with bids for other clubs. His move to invest in Swansea aligns with a growing trend of high-profile American celebrities and athletes entering the world of European football ownership.
Swansea City, a club with over 110 years of footballing history, has been pushing to return to the Premier League since their relegation in 2018. Club chairman Andy Coleman welcomed the new partnership, calling it “a cultural and commercial game-changer.”
“This is more than just an investment,” Coleman said. “It’s about bringing fresh energy, a global spotlight, and creative vision to the club. Snoop brings with him not only business acumen but also an unmatched ability to engage with younger generations worldwide.”
As part of the agreement, Snoop Dogg is expected to take an active role in brand development and international fan engagement. Plans are already underway for digital content collaborations, youth outreach, and merchandise revamps targeting audiences across the US, UK, and beyond.
Supporters of Swansea City have reacted with a mix of excitement and surprise. Social media erupted shortly after the news broke, with hashtags like #SnoopInSwansea and #SwansTakeFlight trending across platforms.
The club emphasized that football operations and decision-making will remain under the management of the current executive and coaching staff, with Snoop’s role focusing primarily on commercial and branding ventures.
Snoop Dogg's involvement comes at a time of rising global interest in the EFL Championship, a league known for its competitiveness and passionate fan bases. Swansea City kicks off the new season in August, with renewed hope, global attention, and — now — a touch of West Coast swagger.