In a surprising move that blends global entertainment with British football, legendary rapper Snoop Dogg has become a co-owner and minority investor in Swansea City AFC, a Championship club looking to reclaim its place in the Premier League.
The announcement was made official on Wednesday, just days after the 53-year-old hip-hop icon appeared as the headline model for Swansea’s new 2025–26 home kit. The California-born artist, known globally not just for his music but also for his charismatic presence and passion for sport, now joins the club’s growing ownership group, which includes Real Madrid and Croatia great Luka Modric.
Snoop Dogg, whose real name is Calvin Broadus, expressed his enthusiasm in a heartfelt message shared on the club’s official 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,” he 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.”
Snoop’s investment comes months after a takeover of the club led by American businessmen Brett Cravatt and Jason Cohen in late 2024. The duo have been open about their ambitions to grow the club’s commercial profile and generate the kind of revenue that could give Swansea a competitive edge on the field—within the constraints of English football’s strict profit and sustainability regulations.
The involvement of Snoop Dogg, who boasts more than 88 million Instagram followers and over 100 million across all platforms, is a major coup for Swansea’s ownership. Club officials confirmed that Snoop’s interest in the team was born out of a personal connection with Cravatt and Cohen, though the details remain private.
“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,” Cravatt and Cohen said in a joint 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.”
The club’s leadership believes Snoop Dogg’s involvement could prove transformative, not only in attracting new fans from around the world but also in commercial opportunities ranging from merchandising to sponsorships.
Swansea City, once a Premier League mainstay between 2011 and 2018, has spent recent years rebuilding in the second tier of English football. The club has made notable efforts to revamp its identity and financial strategy under the new ownership, and the addition of Snoop Dogg adds significant star power.
As a symbolic gesture, Swansea unveiled a mural of Snoop Dogg at the Swansea.com Stadium’s West Stand to mark his inclusion in the club’s ownership family. The artwork pays tribute to both his contribution to global music and his new commitment to the Swans.
Club sources indicated that Snoop Dogg’s role will not be just ceremonial. He is expected to actively participate in initiatives aimed at international fan engagement and commercial expansion.
Swansea also confirmed that Cravatt and Cohen have been present at the team’s pre-season training camp in Spain, further underscoring their commitment to a hands-on approach. Photos of the American duo interacting with players and staff have been posted on the club’s official social media channels.
As the 2025–26 season approaches, Swansea City fans can now look forward to a campaign unlike any before—with a new kit, new ownership energy, and one of the most iconic figures in music now helping steer the club’s future.
