Global hip-hop icon Snoop Dogg has officially become a co-owner and minority investor in Swansea City AFC, marking a high-profile addition to the Welsh club’s ownership group. The announcement comes shortly after the rapper’s surprise appearance as the model for the Swans’ new 2025–26 home kit.
In a statement released via the club’s official website, the 53-year-old, whose real name is Calvin Broadus, expressed a personal connection to the club’s identity.
“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. I’m proud to be part of Swansea City.”
Snoop Dogg follows football legend Luka Modrić, who also recently joined the Swansea ownership group after a takeover led by American entrepreneurs Brett Cravatt and Jason Cohen in November 2024.
With more than 100 million followers across social platforms, Snoop’s global reach is expected to play a key role in raising the club’s profile and boosting commercial opportunities. The owners hope this international exposure will translate into increased revenue and investment in the playing squad, in line with profit and sustainability regulations.
Club executives praised the move, calling it “the next episode for Swansea City,” a reference to one of Snoop Dogg’s famous songs.
“Snoop’s colossal global fanbase and audience will certainly help us boost the club’s reach,” they noted, adding that the rapper had shown consistent enthusiasm for joining the project.
A mural of Snoop Dogg has been unveiled inside the Swansea.com Stadium’s West Stand, symbolizing his formal integration into the club’s ownership. His involvement reportedly originated through a mutual connection with existing investors Cravatt and Cohen.
Despite being U.S.-based, the club’s American owners have remained hands-on, recently attending Swansea’s pre-season training camp in Spain alongside players and staff.#newsafro_
