Snoop Dogg has become the latest investor in Championship club Swansea City in a shock development.
The world-famous rap star said he was drawn in by the ‘underdog’ story of the south Wales side and said its ‘working class’ roots ‘struck a chord’ with him.
It comes after Luka Modric, a former Ballon d’Or winner, acquired a stake in the club in April.
That followed a takeover led by American businessmen Brett Cravatt and Jason Cohen last November.
Snoop Dogg has previously said he would be interested in investing in Celtic, but now his focus appears firmly on helping Swansea to get into the Premier League.
‘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.
Snoop Dogg has been announced as a shock investor and co-owner in Swansea City – days after modelling their kit
The rapper said that he will do ‘all he can to help the club’ and was attracted by its roots
He becomes the latest high-profile name to get on board after Luka Modric did so in April
‘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. I am going to do all I can to help the club, and I look forward to getting to know all my YJBS.’
A mural of the rapper is also going to grace the stadium’s west stand.
It marks another flourish in this exciting new chapter for Swansea, who have been mid-table in the Championship for the past three seasons.
Snoop Dogg was the surprise model as Swansea revealed their home kit for the 2025-26 campaign recently, and now it turns out he will be part of the ownership group.
With 35 million albums sold worldwide, and a social media following exceeding 100 million users, his presence brings lots of potential for them to reach a new audience.
The BBC reports that his involvement with Swansea has come about thanks to a ‘mutual connection’ with Cravatt and Cohen.
Swansea City chief executive Tom Gorringe said: ‘It is very exciting for us as a football club to formally welcome Snoop Dogg as a co-owner and investor into Swansea City.
Snoop Dogg, who has sold 35 million albums, gets a mural on the west stand of the stadium
Fellow investor Modric is continuing his football career at AC Milan after leaving Real Madrid
Swansea have had to settle for mid-table status in the Championship in recent seasons
‘His enjoyment and love of football is well documented, and he has often spoken of a desire to get more involved in the sport. We are delighted he believes that being part of Swansea City is the right way to realise that ambition.
‘Dogg is passionate about this project and helping us continue to raise the profile of the club to as wide an audience as possible.’
Swansea City’s ownership group, added: ‘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.
‘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.
‘During our conversations Snoop spoke about having worn many football shirts without ever having felt a club to be the right fit for him. We are delighted that putting on a Swansea shirt has proven to be that right fit.’
It sounds as if Snoop Dogg’s interest in football is genuine. He certainly has a history with sport – last year he featured as NBC’s special correspondent for the Olympics.
Once upon a time, he did have a mind to invest in Celtic. Last year, he told the Daily Record: ‘I love what Ryan (Reynolds) has done with Wrexham. It’s just a great story.
‘Investing in a sports team has been something I have been looking at for a long time. If the chance came to invest in Celtic, I would be crazy not to take a look at it.
‘I have watched so much soccer in Europe but I have never seen fans like the Celtic fans. There is something so special about them.
‘There is a reason why their fans are talked about across Europe. The best players and coaches in the world tell you there is nowhere like Celtic Park and I want to be a part of that.
‘Their mascot is a hound. You couldn’t make that up. Snoop Dogg becomes Hoopy the Hound – that’s gotta be a match made in heaven. The headlines write themselves.’
Snoop has been pictured in a Celtic shirt in the past, also saying the club are ‘his boys’ in a previous interview.
But for his next chapter, he will be all in on Swansea.
