Rap icon Snoop Dogg has become a co-owner of Swansea City, joining forces with Luka Modrić and U.S. investors in a bold move to raise the club’s global profile.
Snoop Dogg has become co-owner of Championship side Swansea City in an unlikely alliance between the world of rap and football, the Welsh club has announced.
The 53-year-old American star joins former Real Madrid stalwart and Croatia World Cup finalist Luka Modrić in the club's ownership structure.
Snoop Dogg made a surprise appearance on the club's social media channels last week, modelling their new home jersey for the 2025–26 season. The club confirmed on Thursday that he has officially become an investor.
His involvement follows the acquisition of Swansea City by American businessmen Brett Cravatt and Jason Cohen in November last year.
Swansea will hope that Snoop Dogg—whose real name is Calvin Broadus—can use his 100 million-plus social media followers to boost the club's profile as they seek to return to the Premier League for the first time since relegation in 2018.
The club’s ownership has stated its ambition to generate greater revenue, enabling them to invest more in players under British football’s profit and sustainability rules.
The 53-year-old rapper said on the club’s website:
“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. This is a proud, working-class city and club—an underdog that bites back, just like me.
I’m proud to be part of Swansea City.”
Swansea announced in April that Modrić, who this week joined AC Milan at the age of 39 after leaving Real Madrid, had also acquired a stake in the club.
"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," Swansea’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.
Snoop has openly shared his love of football and his desire to be involved in the game, and we expect his involvement to support us in putting as competitive a team as possible out on the field."
Swansea’s Welsh rivals, Wrexham, have enjoyed a meteoric rise to the Championship—the second tier of English football—since Hollywood stars Ryan Reynolds and Rob McElhenney purchased the club in 2020.
With AFP
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