Rapper and entertainment icon Snoop Dogg is making waves in the world of soccer by joining the ownership group of Swansea City, a Welsh club competing in the English Championship. In a move that blends entertainment and sports, Snoop has become a co-owner and investor, bringing his massive social media following and cultural influence to the underdog team.

The legendary rapper expressed his passion for the sport and connection to the club, stating, “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 resonated with the club’s working-class identity, describing Swansea as “a proud, working class city and club. An underdog that bites back, just like me”.

Swansea City’s ownership group seems equally excited about the partnership, playfully referencing Snoop’s musical catalog by calling the announcement “the next episode” for the club. This strategic move aims to boost the team’s global profile and create new opportunities for engagement.

The rapper’s involvement isn’t just symbolic. He recently helped launch the team’s 2025-26 home shirt, leveraging his massive 88 million Instagram followers to bring unprecedented attention to the club. This isn’t the first time a celebrity has invested in a soccer team, with other notable figures like Luka Modric (who joined Swansea’s ownership group in April) exploring sports ownership.

Snoop’s investment highlights a growing trend of entertainment personalities diversifying their portfolios and finding new ways to connect with global audiences. For Swansea City, this could mean increased visibility, potential marketing opportunities, and a fresh perspective on club management.

As the soccer world continues to evolve, partnerships like these demonstrate how cultural icons can bring new energy and perspective to traditional sports institutions. Fans and observers will be watching closely to see how Snoop Dogg’s involvement might transform Swansea City’s trajectory in the coming seasons.