Swansea City have welcomed a surprising new face into their ownership group-American rap icon Snoop Dogg. The Championship club confirmed on Thursday that the 53-year-old artist, whose real name is Calvin Broadus, has become a minority investor, joining the likes of Croatian football legend Luka Modric.
Speculation had been rife since Snoop Dogg appeared as the unlikely model for Swansea’s 2025-26 home kit launch last weekend. Now, those rumours have been put to rest, with the globally renowned entertainer officially taking a stake in the Welsh club.
“My love of football is well known, but it feels special to me that I make my move into club ownership with Swansea City,” Snoop said in a statement on the club’s website.
“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 involvement is understood to have come through a mutual connection with American businessmen Brett Cravatt and Jason Cohen, who led a takeover of Swansea last November. The pair are part of a wider group of investors, including Luka Modric, who joined the club’s ownership structure in April, just before his move to AC Milan.
With over 100 million followers across his social media platforms, Snoop Dogg’s arrival is expected to bring a significant boost to Swansea’s global visibility.
“Snoop’s colossal global fanbase and audience will certainly help us do that,” the club’s ownership group said.
“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 pitch.”
Swansea’s new-found celebrity backing comes at a crucial time. The club posted a pre-tax loss of 15.2 million in the most recent financial year, and the ownership group has outlined a clear objective: raise the club’s profile globally in order to generate more revenue and remain compliant with English football’s financial sustainability regulations.
With fellow Welsh side Wrexham enjoying a fairytale rise under Hollywood duo Ryan Reynolds and Rob McElhenney-complete with a hit documentary series-there’s growing intrigue around whether Swansea might consider their own ‘Doggumentary’ in the future.
For now, though, the focus is on the football. Snoop Dogg’s passion for the game, combined with his unmatched reach and cultural influence, makes him an unlikely but intriguing addition to the Swansea City family.
“I’m proud to be part of Swansea City,” he added. “I’ll do all I can to help the club.”
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