Veteran West Coast rapper Snoop Dogg has expanded his business portfolio as popular Welsh-based soccer club Swansea City has announced him as a co-owner and investor.
According to BBC, the announcement came after he modeled in Swansea City’s 2025-26 home jersey last weekend. The 53-year-old also joins highly decorated Croatian soccer star and 2018 Ballon d’Or winner Luka Modric as a co-owner and investor of Swansea City.
“My love of football [soccer] is well known, but it feels special to me that I make my move into club ownership with Swansea City,” Snoop Dogg said. “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.”
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The announcement of Snoop Dogg and Modric, who recently signed for Italian club AC Milan, as members of Swansea City’s ownership group came after American businessmen Brett Cravatt and Jason Cohen acquired a majority stake in the club in November 2024.
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Snoop Dogg is said to have a mutual relationship with Cravatt and Cohen – hence his addition to the club’s hierarchy. Cravatt and Cohen have also emphasized that they aim to augment Swansea City’s revenue by elevating the club to a higher pedestal. They said this is going to allow them to pump more money into the team under profit and sustainability rules, per BBC.
“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,” said the club’s owners 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 putting as competitive a team as possible out on the field.”
Swansea City has also suggested that Snoop Dogg would be assigned a bigger responsibility as time goes by, adding that the Gin and Juice rapper has “always had a deep love of sport.”
The club further said that they have unveiled a mural of the rapper at their stadium’s West Stand “to mark taking his place as part of our club ownership.”
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