138
By Oscar Okhifo
Swansea City fans have something new to cheer about as global music superstar and cultural icon, Snoop Dogg has officially become a minority co-owner of the Championship side.
His entry into the ownership group marks a bold and high-profile shift for the Welsh club, sparking excitement among supporters and stirring global attention.
The 53-year-old American rap legend, whose real name is Calvin Broadus Jr., has been unveiled as part of a growing team of high-profile investors backing the club.
His move follows a similar investment made earlier this year by Croatian footballer, Luka Modrić, ushering in what many see as a new and ambitious era for the former Premier League side.
In a statement confirming his involvement, Snoop Dogg said he was inspired by Swansea’s deep history and gritty identity.
“My love of football is no secret, you know,” said Snoop. “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,” he added amid laughter.
Snoop also featured prominently in the club’s 2025/26 kit launch campaign, further cementing his image as part of the Swans’ identity going forward.
The kit unveiling included playful nods to fellow celebrity-owned club Wrexham and Hollywood star Ryan Reynolds, whom Snoop described as a “very good friend likely to be smiling and watching.”
Swansea City’s ownership group now includes a mix of American investors such as Andy Coleman, Brett Cravatt, Nigel Morris, and Jason Cohen. Club watchers believe the growing star power in the boardroom could help boost Swansea’s global profile, financial standing, and media appeal.
The club, which reported a pre-tax loss of £15.2 million in the last financial year, is banking on this fresh wave of celebrity involvement to enhance fan engagement, attract sponsorships, and open new commercial opportunities.
A mural celebrating Snoop Dogg’s arrival has already been painted at the Swansea.com Stadium, symbolizing the club’s warm embrace of their newest high-profile partner. Fans worldwide have welcomed the development, hoping it will elevate the club’s visibility and fortunes.
This move places Swansea among a growing number of English football clubs leveraging star power, including Wrexham AFC with Ryan Reynolds and Rob McElhenney, and Birmingham City, which counts NFL legend Tom Brady among its investors.
With Snoop Dogg now on board, supporters are hopeful that the fusion of entertainment flair and football ambition will help propel Swansea City to new heights on and off the pitch.